UK retailers struggling to meet consumers' mobile demands

The third annual study of the UK’s top 20 retailers, EPiServer’s Mobile Commerce 2014, has revealed that many retailers are struggling to deliver the sophisticated and friction-free mobile commerce experience that consumers now expect, reflected by an average score of 47%, compared to 55% in 2013.

The criteria for the report were updated for 2014 to reflect the evolving demands of multiple device-owning, connected consumers, who expect to be able to contact retailers and buy products and services on desktop, tablet and smartphone, via social media, email, chat, phone and in person.

There is a clear divide between those retailers who are embracing omni-channel commerce – such as John Lewis, whose consistently good mobile strategy has won the retailer top spot in this year’s report – and those who are in danger of being left behind.

David Bowen, Commerce Product Manager at EPiServer explained:

“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.”

Download the full report below to find out more about the extent of the shift towards a ‘mobile first’ mindset from both retailers and the consumer, and get the lowdown on which retailers are going the extra mile: