Retailers focus on mobile
Retail Editor 4 -- Home Textiles Today, January 29, 2014
Washington - Enhancing the mobile shopping experience is the number one priority in 2014 for most retailers.
That's the finding of the 2014 Shop.org/Forrester Research State of Retailing Online survey, which surveyed 70 retailers in October and November 2013. More than half (53%) marked mobile efforts as a top priority, identifying responsive design, mobile site optimization, and tablet redesign among key focus areas.
"Retailers grew their digital business with impressive strength in 2013, reflecting their laser focus on improving the customer experience across all of their channels, striving for a ‘mobile first' mindset that will be a key driver in all business decisions," said Vicki Cantrell, Shop.org executive director. "In 2014, they will continue investing to further their relationships with customers, exploring everything from personalization and site usability to all things mobile."
On average, retailers' total 2013 smartphone revenue grew 113% over 2012, and tablet revenue grew 86% over the same period. The survey also found that 21% of retailers' web revenue derived from either a smartphone or tablet in 2013.
Digital retailing fundamentals such as improved usability and conversion rates continue to be important for retailers, and this year loyalty and CRM efforts also figure prominently on priority lists. For instance, more than one-third (36%) of retailers surveyed are prioritizing improved marketing efforts as they continue to focus on both retaining and acquiring new customers. In fact, repeat customers in 2014 will grow in importance: the survey found 51% of web revenues are being driven by these shoppers and nearly two-thirds (63%) note that repeat customers drove more web sales in 2013 than in 2012.
Many retailers will also prioritize site redesign in 2014, with 46% surveyed planning to engage in some site overhaul.
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