Research reveals retailers offering a poor mobile customer experience could be losing valuable customers

Published on 16 September 2013 by in Latest News

importance convenient mobile customer experience Research reveals retailers offering a poor mobile customer experience could be losing valuable customers

A recent study by a leading digital marketing and analytics firm has revealed that consumers are likely to immediately leave a retailer’s mobile website if it is not easy to operate when online shopping.

The study, which surveyed 1,000 US adults who own a smartphone or tablet device, illustrated that 58 per cent of US adults use their devices to assist them with locating product information, both in advance and in-store.

According to the study, a considerable 48 per cent of participants believed that the main criteria for determining whether consumers stayed on a retailer’s mobile website was whether the m-commerce website was easy to use. Additional preferences that determined whether consumers remained on a mobile website were whether pages and images loaded fast (20 per cent) and whether users could locate relevant information easily through the website’s search and navigation system (12 per cent).

With consumers utilising their smartphone devices for online shopping, it is essential that retailers develop engaging mobile solutions which are straightforward to operate and maintain high performance. By adapting to emerging mobile trends, retailers have the opportunity to develop interactive mobile applications and websites that address multiple customer needs in one space, from commerce to after-sales care. Through links with CRM data, these services can even be tailored to the individual customer level, offering a highly personal level of service.

Ultimately, this provides customers with a more engaging, interactive customer experience, helping the business to improve mobile site abandonment rates. Additionally, mobile services which function effectively and deliver sufficient information will also reduce the volume of customer service queries from mobile consumers, and could lead to significant savings for the business.

For more information on adapting to emerging mobile trends and creating interactive, multi-functional mobile customer interaction management applications, contact numero.

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