Almost half of retailers are planning to enhance their mobile offering by the end of the year, according to research from Stibo Systems.

Of those, 53% plan to optimise their desktop sites for mobile use, while 44% plan to facilitate mobile transactions.

Retailers also suggested that they are looking to invest in transactional mobile websites that are rich in multimedia and strengthened by detailed product information.

The survey found that comprehensive product information was identified as the most important aspect of a retailer’s website in terms of product pages (56%), ahead of images (13%), consumer reviews (12%), links to similar products (9%) and rich content (8%).

Retailers are also witnessing high demand from shoppers for detailed information about products, with over half (58%) stating that this was a top consumer requirement.

But while respondents generally recognised the growing importance of m-commerce it doesn’t mean they are necessarily in a position to do anything about it. 

The retailers reported lack of budget (58%) and legacy technology systems (37%) as the biggest barriers to investment in these mobile strategies.

The stats from Stibo Systems tally with the latest data from Econsultancy’s Quarterly Digital Intelligence Briefing which shows that 38% of businesses surveyed put mobile optimisation among the three most exciting digital-related opportunities for 2012.

A vast majority (87%) of those surveyed by Stibo Systems also stated that location and mapping will be a big trend in m-commerce in 2012.

However, only a quarter of retailers are actually planning on investing in location-based and geo-spatial technology this year, suggesting that it will be a long time before retailers are using this as standard in their mobile offering.

Stibo System’s research consisted of 100 interviews conducted with top UK retail organisations by Coleman Parkes.

David Moth

Published 16 February, 2012 by David Moth

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via LinkedIn

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Comments (1)

Gray Sycamore

Gray Sycamore, Chief Strategy Officer at Mobileize

Optimisation of retail locations for the mobile using customer is probably the biggest opportunity for retailers. The reason for this is that the customers more urgent need state when using a mobile to locate a specific retailer nearby means they are highly likely to make a store visit. With the increase in other devices that support mobile and location based search (in car internet, tablets etc) any retailer that can optimise their locations for mobile based search will certainly drive increased store footfall and sales. The other significant opportunity for retailers is that by just focussing on this one, customer focused usage scenario the cost and technical barriers are relatively easy to overcome.

over 6 years ago

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