Testing the Waters
Every retailer on the Web knows the importance of incorporating mobile into the overall game plan, and WM’s strategies on how best to “dive in” begin on page 26 of this issue. But it is also valuable to know that not every retailer is jumping all the way in. While it is true that 78 percent of the 200 merchants recently surveyed by the E-tailing Group intend to spend money on m-commerce initiatives this year, 39 percent of that segment said their investments would be $25,000 or less — the equivalent of sticking a toe in the water for any big-name retailer. On the other side of the pool — the deep end — are the 6 percent of merchants who say they will spend more than $350,000 on mobile in 2011. The majority of the money being spent today, according to the survey, is on fully deployed mobile websites and SMS messaging.