Maximising the M-Commerce Opportunity
Over three billion mobile applications have been downloaded from the iPhone App Store to date.
2010 saw service levels, devices and the popularity of apps evolve to the point where many retailers and brands are looking at how they can introduce new mobile retail services. By providing trusted and authenticated information about products, the mobile market is a key area where TrueSource can help as it enables companies to easily share accurate information with mobile developers and keep the information being accessed by users of a service up-to-date.
A new ‘Mobile-Savvy Shopper’ report released by GS1 UK today, has investigated consumer attitudes towards mobile applications and looked at the accuracy of data currently available on mobile applications. As part of the report, GS1 UK worked with Cranfield School of Management to examine the quality of product data available on three leading generic (non-retailer) iPhone apps.
By scanning 375 randomly selected grocery products and comparing the product description and image returned by the apps to that authorised by the brand owner, GS1 UK and Cranfield School of Management were able to rate the accuracy of data available. From a total of 1,125 scans across all three apps, only 9% of scans returned the correct product information when compared with the brand owner’s approved data.
Gary Lynch, chief executive of GS1 UK says, “Multi-channel retailing and the ubiquity of mobile devices have made mobile services an attractive opportunity for retailers, however the ‘Mobile-Savvy Shopper’ report clearly shows that there is a huge problem with missing and inaccurate product information. And consumers are very sensitive to this issue. We found that only 17% of consumers would buy a product if they don’t feel confident about the data they receive. And 1 in 3 would stop using an app altogether if they can’t find the information they need. It’s a great example of how TrueSource will help ensure that consumers receive trusted and authenticated information about products and services, wherever and however they interact with it.”
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