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Retailers, Mobile and Social

Posted on 5.02.2011

According to Shop.org's "State Of Retailing Online 2011: Marketing, Social, and Mobile” report, conducted by Forrester Research Inc., 91 percent of retailers currently have a mobile strategy in place or in development (up from 74 percent a year ago). Don't mistake strategy for implementation or success in these channels however - at least not yet.

Retailers participating in the survey report that 21 percent of all mobile traffic is coming from tablets, but the overall amount of mobile traffic and revenue has not increased dramatically. This may suggest that "investment levels in site optimization may still be inadequate" according to the report. For example, 48 percent of retailers report having a mobile-optimized website; 35 percent have deployed an iPhone app; and 15 percent offer an Android app and an iPad app, respectively.

Retailers are having their troubles with social as well. The report also indicates that while social networks surfaced higher as an investment among retailers, ranking fourth on the list of successful customer acquisition sources, the ROI associated with social is muddy with 62 percent of retailers said the returns on social marketing strategies are unclear.

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