Brands failing to adapt their services to growing community of tablet shoppers

Published on 05 June 2013 by in Latest News

tablet customer experience Brands failing to adapt their services to growing community of tablet shoppers

Though shopping via tablet devices is undoubtedly on the rise, retailers are still not adequately tailoring their services for a tablet customer experience, according to new research.

As outlined in the results of a survey by shopping search engine, The Find, 37 per cent of tablet owners now shop via their device more often than they did a year ago. Despite this growth in the tablet shopping market, a significant 49 per cent of respondents remain unsatisfied with retailers’ efforts to provide a convenient shopping experience for tablet users.

“This fast building momentum is happening largely in the absence of a great tablet shopping experience,” confirms The Find’s director of communications, Usher Lierberman. “The browser experience is substandard compared to PCs because of the smaller screen and soft keyboard.”

Indeed, 29 per cent of those surveyed cited too-small product images as a downside to tablet shopping, with another 35 per cent suggesting many sites lack a smooth checkout experience for tablet customers. These issues led 68 per cent to state they would be interested in using a tablet shopping app as an alternative, though currently only 12 per cent refer to an app before browsing a brand’s website.
In light of these results, Lieberman advises companies to re-evaluate the tablet customer experience they currently deliver. As Lieberman explains;

“At the most basic level, retailers need to make their Web checkout process ‘fat-finger’ friendly for the growing base of tablet users. They need to rethink the flow, what information is presented to users, and solve the little things which disrupt the transactions like poor keyboard layouts.”

Beyond these initial improvements, brands using CIM to monitor each consumer’s shopping habits also have the opportunity to simplify the shopping process further. By offering relevant product suggestions, for example, and providing options to save or import personal details, such as delivery address, retailers can improve satisfaction levels for tablet shoppers.

For more information on how brands can optimise their services for the mobile era, contact numero.

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