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Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

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Brits prefer retailers' web sites to mobile sites

While mobile sales do not yet represent as high a proportion of a retailer's total sales as their main web sites, there is a wide customer satisfaction gap between mobile sites and traditional websites, according to the annual ForeSee Experience Index (FXI), which measures the customer experience across the UK's top ten mobile retail websites.

The research, carried out among nearly 2,500 consumers, investigated the impact that mobile shopping has had on retailers and on how UK shoppers are using their mobile phones to browse, research and purchase goods. "Our findings show that the top mobile sites are lagging behind their website counterparts," warned Eric Feinberg, senior director of mobile for ForeSee.

Earlier research by ForeSee found that every one-point increase in satisfaction translates into a 10.6% rise in a retailer's online revenues. This indicates a significant performance shortfall on the mobile front, and a significant opportunity that UK retailers can immediately address.

"It's important to remember that customers are using mobiles as a research medium too, to decide what products to buy from which retailers using which channels, so a less than satisfactory initial mobile experience also has the potential to drive buyers away from other channels like stores and call centres and into the arms of a competitor," said Feinberg.

The 2014 customer satisfaction scores for retailers' mobile sites were as follows:

  1. Marks & Spencer (marksandspencer.com) - 75
  2. Tesco (tesco.com) - 75
  3. NEXT (next.co.uk) - 74
  4. Sports Direct (sportsdirect.com) - 74
  5. N Brown (jdwilliams.co.uk) - 73
  6. Ocado (ocado.com) - 73
  7. Sainsbury's (sainsburys.co.uk) - 73
  8. BrandAlley (brandalley.com) - 70
  9. Currys (currys.co.uk) - 70
  10. Shop Direct (littlewoods.com) - 69

Among the study's other main findings:

"With eMarketer predicting UK smartphone usage to hit 34.6 million (53.7% of the population) in 2014, and 37.8 million in 2015, you can see why an average or less-than-satisfactory customer experience should be a great and growing concern to UK's retailers," concluded Feinberg. "The simple truth is that if a retailer gets their mobile strategy anything other than right, the consumer will go to another retailer or to Amazon. While amazon.co.uk is not listed as one of Internet Retailer's top 10 mobile sites, we did investigate its own mobile site as an aside, and it scored 80 points - considerably ahead of any company featured in the UK top ten."


Sources: ForeSee /
The Marketing Factbook.
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    Categorised as:

  • Customer Experience
  • Customer Loyalty
  • Knowing The Customer
  • Marketing Know-How
  • Marketing Technology

Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

Learn the insider's tricks and techniques to turn every customers into a 'super spreader' for your brand. It's better than free advertising. Once you start this ball rolling, your brand can grow rapidly through word-of-mouth, advocacy, influencers, and customer loyalty. Super-charge your company's marketing strategy, build up your market share, and make more sales through repeat business and customer loyalty.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

The Customer-Focused Marketing Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market. Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is a marketing book you simply can't afford to be without.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Customer-Focused Marketing Playbook at your side, you'll have instant access to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy.

Get it on Amazon (Kindle/Print)
 
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