retail news in context, analysis with attitude

by Kevin Coupe

ForeSee Results, which specializes in evaluating customer satisfaction, is out with a new study this morning looking at consumer mobile phone usage, concluding that this technology increasingly seems to be having an impact on shopper behavior, with more people than ever using them to make purchases and compare prices.

Among the highlights:

• “Shoppers use mobile phones to access websites and apps more than ever before with 33% of respondents reporting phone usage to access a retail website.  An additional 26% said they plan to use the retailer’s website or mobile app in the future, creating an opportunity for retailers to compete.”

• “A total of 11% of web shoppers reported having made a purchase from their phones this holiday season, compared to only 2% at this time last year.”

• “Most mobile shoppers use their phones to compare prices (56%).”

• “Two thirds of mobile shoppers accessed the website of the current store they were in but almost half (46%) also used their phone to look up a competitor’s website.”

• “There is room for improvement when it comes to mobile sites and apps, which received lower satisfaction ratings (75) than traditional websites (78).”

“It looks like more than half of all shoppers will soon be using their mobile phones for retail purposes,” says Kevin Ertell, ForeSee’s vice president of retail strategy. “Any retailer not actively working to develop, measure, and refine its mobile experience is leaving money on the table for competitors.”

Couldn’t have said it better myself.

That’s our Monday Eye-Opener.
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