Mobile Driving eCommerce
February 13, 2017

Pete Goldin
APMdigest

Share this

Forrester forecasted that direct online sales totaled 11.6 percent of total US retail sales ($394 billion) in 2016, but digital touchpoints actually impacted an estimated 49 percent of total US retail sales, according to The State of Retailing Online 2017: Key Metrics, Business Objectives and Mobile report, released by the National Retail Federation’s Shop.org division and Forrester.

In response, retailers are focusing on several key areas to enhance customer experiences across all touchpoints, growing their business for the long term. For example, 54 percent of retailers note that mobile is one of their top initiatives in 2017, as are marketing (46 percent), site merchandising (42 percent) and omnichannel efforts (22 percent).

“Smartphones are driving retail sales more than ever, and retailers have found that even modest investments in mobile initiatives can result in huge returns,” NRF Vice President for Digital Retail Artemis Berry said. “This is no longer a new way to reach customers, but it has certainly become a highly effective method and one that boosts the level of customer engagement across the brand.”

Among retailers surveyed, smartphones, on average, made up 30 percent of online sales and 47 percent of online traffic, and sales made on smartphones were up an average of 65 percent year-over-year.

The study found that most retailers are foregoing flashy emerging technology such as virtual and augmented reality, and instead are investing in customer experience.

45 percent of retailers surveyed said mobile initiatives transformed their overall digital customer experience, and customer service topped the list of new initiatives retailers will invest in over the next year, with features like live chat offering them an opportunity to connect with their customers.

“Today’s customers are empowered with information and technology,” Forrester VP and Research Director Fiona Swerdlow said. “To grow, retailers know they have to operate with a customer-obsessed mindset to deliver the experiences that consumers now expect at every touchpoint. It’s about having all aspects of the business — stores, mobile, merchandising, customer service, fulfillment and more — work together to deliver total value to your customers wherever they are, at any time.”

Share this

The Latest

June 28, 2017

In 2017, every second counts and even minor issues can have a significant impact on the success or failure of a brand interaction. Our latest research found that two thirds of people have rising expectations for digital performance, showing that businesses can expect consumer pressure to grow. The App Attention Index 2017 revealed just how unforgiving consumers are of badly performing digital services ...

June 27, 2017

In today's everchanging IT industry, network engineers face a slew of challenges when it comes to network management. As networks continue to grow and become more complex, many IT professionals struggle to get a grasp on key workflows in which network engineers still rely on manual processes, including network documentation, troubleshooting, change management and cybersecurity ...

June 26, 2017

Many organizations are struggling to resolve customer-impacting incidents quickly enough to preserve brand loyalty and revenue, according to PagerDuty's recent State of Digital Operations Report ...

June 23, 2017

"Become the Automator, Not the Automated." While it's a simple enough phrase, it speaks directly to how today's organizations and IT teams must innovate to remain competitive. A critical aspect of innovation is acknowledging the digital transformation of businesses. The move to digitalization enables organizations to more effectively unlock the power of information technology (IT) to fuel and accelerate business innovation. It is a competitive weapon and a survival imperative ...

June 22, 2017

Executives in the US and Europe now place broad trust in Artificial Intelligence (AI) and machine learning systems, designed to protect organizations from more dynamic pernicious cyber threats, according to Radware's 2017 Executive Application & Network Security Survey ....

June 21, 2017

While IT service management (ITSM) has too often been viewed by the industry as an area of reactive management with fading process efficiencies and legacy concerns, a new study by Enterprise Management Associates (EMA) reveals that, in many organizations, ITSM is becoming a hub of innovation ...

June 20, 2017

Cloud is quickly becoming the new normal. The challenge for organizations is that increased cloud usage means increased complexity, often leading to a kind of infrastructure "blind spot." So how do companies break the blind spot and get back on track? ...

June 19, 2017

Hybrid IT is becoming a standard enterprise model, but there’s no single playbook to get there, according to a new report by Dimension Data entitled The Success Factors for Managing Hybrid IT ...

June 16, 2017

Any mobile app developer will tell you that one of the greatest challenges in monetizing their apps through video ads isn't finding the right demand or knowing when to run the videos; it's figuring out how to present video ads without slowing down their apps ...

June 15, 2017

40 percent of UK retail websites experience downtime during seasonal peaks, according to a recent study by Cogeco Peer 1 ...