Amazon Also the King of Mobile Commerce
Amazon is not only the king of traditional e-commerce, but mobile e-commerce as well.
At the end of December, ForeSee’s eighth annual Holiday E-Retail Satisfaction Index unsurprisingly revealed that Amazon remained the top online retailer for the eighth year in a row, however, a new study unveils the retailer as the top mobile commerce company as well.
ForeSee’s Mobile Satisfaction Index: Holiday Retail Edition surveyed more than 6,200 consumers during the holiday shopping season between Thanksgiving and Christmas and found that overall consumer satisfaction with the mobile retail experience is improving, as the Index climbed two points – to 78 on a 100-point scale – since the 2011 holiday season.
While Amazon topped the list with a score of 85, Apple and QVC also received an above-average score of 83. Additionally, NewEgg and Victoria’s Secret rounded out the top five with a score of 80. It is also important to note that the report shows that the retailers with the biggest mobile improvements over the past year are Target and Victoria’s Secret, which both gained five points, while Barnes & Noble gained four points.
“The mobile platform is maturing much faster than the PC platform. We see it in the rate of consumer adoption, and fortunately we are seeing it in how well the top retailers are adapting to multichannel consumers who are embracing yet another powerful tool,” said Larry Freed, president and CEO of ForeSee. “But retailers shouldn’t get too comfortable because change is just about the only thing you can count on. Consumers expect retailers to provide a consistent and seamless experience, regardless of the channel.”
The study also looked at the impact of mobile devices on showrooming, which is defined as when consumers examine merchandise in a brick-and-mortar store and then go shopping for the same items online – typically for a lower price. The results found that almost 70 percent of respondents reported using a mobile phone while in a brick-and-mortar location during the 2012 holiday season, with 62 percent accessing the store’s mobile site or app, and 37 percent accessing a competitor’s mobile site or app. This shows that retailers must meet expectations when it comes to in-store and mobile shopping experiences, or risk their customers going elsewhere.
“Customers are using their mobile phones as integrated parts of their shopping experience,” said Eric Feinberg, Senior Director of Mobile at ForeSee and co-author of the report. “Mobile is the ultimate companion channel, making showrooming as much of an opportunity as it is a threat. Retailers need to engage their customers equally well through all channels, especially through mobile sites and apps, or risk losing customers and sales to competitors that do a better job of meeting their needs.”
Check out the satisfaction scores for the report’s top 25 mobile retailers below: