REI

REI opts out of Black Friday, sort of

For many retailers, Black Friday is a crucial shopping day that can make or break a year, so it’s inconceivable that a major retailer would choose to sit it out.

But one large American retailer has decided to do just that.

Are US multichannel retailers ready for mobile?

The Search Agency has just published its Mobile Experience Scorecard, reporting on 100 different US multichannel retailers and their relative mobile readiness.

The report gives each company’s mobile site a score out of five based on seven different criteria: page load times, site format, store locator, search box, social media presence, app presence and click-to-call. 

The outdoor and sports gear retailer REI came out at the top with a total score of 4.74, losing a mark for site format and app presence. No retailer achieved full marks across the board.

The major finding here is that of the 100 companies, only one has a dedicated responsive website. The children’s clothes retailer Carter’s.

Responsive design is a key way to increase conversion rates, however 91 of the other companies researched do operate a dedicated mobile site.

It should be noted that this independent study uses benchmarks of its own creation, and is influenced by the subjectivity of its own panel of experts. However it still makes for an interesting overview. 

Here’s the top 30 of the 100 companies studied: