John Lewis scoops mobile commerce number one spot

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Department store crowned best for m-commerce above Argos and Amazon.

Department store John Lewis offers the best consumer mobile shopping experience closely followed by Argos and Amazon UK, according to a new Mobile Commerce 2014 report by EPiServer.

The annual study of the UK’s top 20 retailers, now in its third year, also revealed many retailers are struggling to deliver the sophisticated and ‘friction-free’ m-commerce experience that consumers now expect.

This is reflected by an average score of 47% for m-commerce effectiveness compared to 55% in 2013.

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E-commerce and digital marketing agency EPiServer’s study scored the consumer retail experience across mobile sites, and Android and iOS apps on both smartphones and tablets.

Aspects considered in the study included location-based tools, omnichannel experiences (such as ‘Click and Collect’), the customer’s access to a direct contact for customers services, personalised content, social follows and sharing.

John Lewis topped the UK retailer table with 75%, demonstrating a consistently good mobile strategy across its Android and iOS apps, and mobile site.

According to an official statement by EPiServer: “Apps deliver smooth experiences that reflect the main site and John Lewis branding with great user experience features, for example ‘double tap to zoom’ on product images, an in-store crossover feature in the form of a barcode scanner and a location-enabled store finder.”

Commerce product manager at EPiServer, David Bowen, said: “Smartphone and tablet ownership is increasing and retailers face a big challenge in meeting the rising expectations of this growing group of mobile-savvy consumers.

“Consumers are used to shopping via their mobile devices and expect their experience to transcend to other channels. The top performing retailers in 2014 are meeting these demands, offering added value features that mix clicks with bricks, personalised content and a consistent, quality experience to every user regardless of the device and platform.”

Scores from the leading 20 retailers varied from 75% to a poor 8%, with an overall average of 47%, indicating there is significant room for improvement for retailers to live up to customer expectations.

The top five performing retailers are:
1. John Lewis – 75%
2. Argos – 72%
3. Amazon UK – 71%
4. Amazon.com – 70%
5. Debenhams – 69%

Other retailers that performed well against the new criteria include Tesco (67%), Your M&S (65%) and Next (60%).

Bowen adds: “In mobile commerce it is the innovative little touches that make the biggest difference, for example the John Lewis ‘double tap to zoom’ message, Asda using location-based services to provide petrol prices at the nearest store on its app home screen and ASOS using editorial content to highlight celebrity looks.

“In order to differentiate themselves and gain competitive advantage in what is now a mobile first industry, retailers must connect content with commerce and personalise the experience for a diverse, and growing, group of consumers.”

To download the free EPiServer report, visit episerver.com/mobilecommerce.

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