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Conclusion – IRUK Mobile & Cross-channel November 2018

We write this Mobile & Cross-channel Performance Dimension Report at a time of fast change. More and more channels are emerging as important to the customer, and therefore to retailers. This means that there’s work to be done to find out what each channel means to customers, and whether it needs to be a priority.

While some retailers are taking a lead in innovative fields such as the Internet of Things and voice commerce, we’d suggest there’s always been an argument to be made for being a late adopter. Granted, retailers that came to ecommerce late lost ground initially against their competitors. But many have since moved swiftly from the back foot into pole position since investing at a later stage gave them an entrance point that was not only more informed but also less costly. The research for this report suggests that there’s still plenty of room for manoeuvre in mobile and the other emerging channels. What matters most is to make sure that when investment is made, it’s done strategically and in a way that works for the customer.

This report is designed as a tool that retailers can use to benchmark their own performance in mobile and cross-channel. We also believe it will serve as inspiration by showing what can be done, and what good looks like, while reassuring with insights into where the average Top500 retailer lies.

We’re always interested in how we can extend our research and improve the quality of our findings in this and other areas. Is there a new or emerging tool or approach that you consider vital and that we should monitor in future reporting? Get in touch with your ideas and any potential datasets via or tweet @etail with #IRUK500

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