Retail channels have multiplied in recent years. To desktop and mobile websites have added the ability to buy straight from social media posts, using a voice assistant and to enable smart devices to buy their own refills. Connections and intersections between the channels have improved at the same time: click and collect is now not only commonly found but also improved upon, so that some traders enable shoppers to collect and try on their item, returning it immediately if need be. Similarly, voice commerce intersects with new, fast delivery services that enable products to arrive in the moment when they’re most relevant to the customer’s needs.
This IRUK Top500 Mobile & Cross-channel report examines how retailers enable their shoppers to engage with them - and how they ensure they have the information that they need to hand. The Strategic Overview sets the context, while Martin Shaw and Fernando Santos of InternetRetailing’s RetailX research division lay out their findings on how retailers perform in this area in two research focused features, Analysing the Numbers and New Research.
In this last, the focus is on just what it is that Generation Z shoppers want – if not expect – of the retailers that serve them. The Emerging Practice feature takes a look at how retailers and brands might go about shaping their strategies for the Internet of Things. Best practice also comes to the fore in the 12 approaches to Mobile & Cross-channel feature. We take a detailed look at the work of Sainsbury’s, eBay, Specsavers and M&S through a series of case studies, which is rounded out with a fuller look at voice commerce, through conversations with Paul Wilkinson of Tesco Labs.
The Mobile & Crosschannel Performance Dimension Report also features the list of Top100 retailers that stand out in this area, as well as the overall Top500 We worked closely with iAdvize to produce this report.