Marks & Spencer has topped the latest eChannel Retail Benchmark from eDigitalResearch , after the study found that M&S’s mobile site outperformed all other retailers – even scoring higher than M&S’s own traditional website.
Marks & Spencer recently launched the latest generation of their mobile channels, with an improved homepage, navigation and product pages to bring them in line with the retailer’s traditional website and provide a clear and consistent customer experience across channels. Surveyors were particularly impressed with the retailer’s newly designed homepage, with stronger imagery, rolling promotional offers and clearer navigational links.
Derek Eccleston, Head of Research at eDigitalResearch, comments: “Whilst consumers have said time and time again that they prefer functionality and usability over the design and layout of a mobile site, our eChannel Retail Benchmark results prove that retailers can still create an appealing yet functionable mobile site that allows consumers to shop quickly and easily on the move, but also provides some added inspiration”.
The eChannel Retail Benchmark study looks at 14 of the UK’s top performing multichannel retailers, assessing the entire end-to-end customer journey across their website, mobile site and transactional mobile app. The study found that eRetail sites continue to outperform their mobile counterparts, with many retail mobile apps needing to make the biggest improvements. Retailers particularly need to improve their homepage, product pages and purchase sections of their mobile customer journey to bring them in line with overall online shopper expectations.