Debenhams rated top for mobile retail in new study
Debenhams has been rated as the top company in a new report on consumer attitudes to mobile shopping.
The UK Mobile Commerce study by EPiServer shows that Debenhams beat Argos to the top spot this year with a 90% score, although Argos continued to perform well with a score of 85% to place it in joint second place with Expedia.
The report scored the mobile websites and apps of 30 of the UK’s top retailers. In a survey of 1,000 consumers, retailers were benchmarked across criteria relating to their mobile offering spanning native apps, mobile sites and tablet offerings, rating them on speed, key functionality and ease of use.
The study found that retailers are working harder to meet rising consumer expectations as mobile becomes an increasingly important part of their digital marketing mix. In 2013, the average score improved to 55% from 47% in 2011.
In addition, the number of retailers offering an optimised mobile site experience was shown to have risen significantly as an increasing number of retailers focus on mobile sites over apps only.
The EPiServer report, entitled ‘Mobile commerce: what consumers really want’, found that the top 10 performing retailers were as follows:
1. Debenhams – 90%
2. Expedia and Argos – 85%
3. Tesco – 80%
4. Amazon UK – 80%
5. IKEA – 74%
6. ASOS – 72%
7. John Lewis and Topshop – 71%
8. ASDA – 68%
David Bowen, product manager at EPiServer, said: “It is clear that over the last two years retailers have strived to grasp the mobile opportunity.
“Top performer Debenhams in particular is a great example of how having a solution for each platform and offering a contextualised mobile experience across each is the winning formula for delivering a premium customer experience, and ultimately increasing conversions and sales.”
