In a new commentary published in The Guardian, Simon Black, CEO of payment gateway provider Sage Pay, says that retailers are "still behind the curve" when it comes to serving customers that interact with them using tablets.
Black cites research from the Internet Advertising Bureau UK which states that while 74 percent of UK retailers have a mobile-optimized website, only 8 percent have one that is also optimized for tablets.
From the commentary:
Adobe's research also found that only 38% of smartphone users employed an app to make a purchase, compared to 46% of tablet users, reinforcing the need for retailers to have an increased focus on this platform. Businesses that are not equipped for the complete experience, across a range of devices, will lose out to rivals that are.
Not only does this affect one-off purchases – where a customer will go elsewhere for a more convenient, hassle-free experience – it can also affect brand loyalty in the longer term, as customers seek out alternatives that better fit in with their daily habits.
Among his recommendations to retailers, Black singles out responsive design, and the need for a single-click checkout.
Read more about multichannel retailing.