CrossView, a provider of cross-channel commerce solutions to retailers including Advance Auto Parts and Moosejaw, today released survey results evaluating the mobile commerce capabilities of 25 top retailers, including Abercrombie & Fitch, PetSmart, J.Crew and FootLocker, among others.
Of the retailers surveyed:
- Only 12 percent offer iPhone or Android mobile apps
- Every retailer evaluated provides a mobile website
- 28 percent allow customers to purchase products online and pick-up in store via the mobile website
- 100 percent display the product name, price, description of product and availability on the mobile website
- 88 percent of retail mobile websites include sharing features (Facebook, Twitter, email a friend, etc.)
"Mobile commerce is gaining considerable momentum; every merchant we surveyed has a transactional mobile website and basic account management capabilities via mobile," said Jason Goldberg, vice president, strategy and customer experience, CrossView. "However, the survey shows an industry-wide focus on mobile 'buy now' transactions, rather than the overall customer experience. A majority of the mobile optimized websites we looked at lacked basic features to help shoppers make purchase decisions in physical retail stores. Mobile must be integrated as a part of the overall cross-channel shopping experience. It's critical that merchants avoid creating mobile silos in the same the way many brick and mortar retailers did with their first generation e-commerce sites."
