Retail Mobility: Navigating the 21st century Gold Rush
Cognizant analyzed the mobile web and app offerings of the top 100 retailers. Here is what we found about the current state of mobility in retail (infographic).
The mobile phenomenon almost caught retailers by surprise. Consumers warmly embraced smartphones and tablets in their daily lives and at a blinding and dramatic pace, permanently altering how they shop for products and services.
Retailers were forced to follow and to quickly offer mobile solutions to smartphonewielding customers. Despite limited success, choice of multiple platforms and associated skill constraints, retailers responded by offering mobile optimized Web sites and native apps with many useful features for customers on the go.
To better understand how top retailers have responded to mobility, we analyzed the offerings ( Mobile Web and iPhone/Android apps) of players featured in the STORES.org list of Top 100 Retailers (we excluded restaurant chains like McDonald's and Wendy's from this analysis). The below infographic presents our insights on the current state of retail mobility based on this research:
- A majority of top retailers have a mobile offering in place though a small, yet significant, number have yet to get onto the bandwagon.
- A clear winning platform strategy has yet to emerge.
- Though retailers offer a slew of useful features, mobile offerings have not met customer expectations.
- There is tremendous opportunity to enhance the mobile customer experience.
We hope that as retailers define (or refine) their mobile strategies, they will be able to use these insights as inputs into the decision making process.