What Retailers are Really Focusing on in 2015: Mobile


Mobile is on the rise. And retailers are getting ready.

In order for retailers to stay on top of modern consumer trends and advances in technology, it is critical to integrate mobile strategies into their shopping experience. According to a recent Forrester study, mobile is the largest priority for retailers in 2015. As it should be.

The survey found smartphone sales showed an increase of 50 percent for online sales within the last year. Consumers expect interactive and faster pace mobile sites, so retailers need to be ready to meet their needs if they want to keep them buying.

“We’ll see retailers focus spending on redesigning the core site, which benefits the site experience beyond mobile, and embracing responsive design – an approach that retailers favor over apps, with nearly half already applying it to their mobile site,” says Sucharita Mulpuru, Forrester Research VP and principal analyst.

So what can retailers do to make mobile count?

  • Make sure your mobile site is as responsive as the customer is speedy – customers will quickly lose interest if the mobile site is too difficult to navigate or too slow to respond to their requests.
  • Integrate mobile into all omni-channel initiatives – customers are increasingly taking part in programs like buy online/pick up in store and ship-from-store.
  • Increase your digital marketing budget to match the growth of mobile capability – the marketing efforts need to expand to all devices your customers are shopping on.
  • Apps are losing ground – they are expensive to develop and manage, so better to focus on enhancing your mobile sites instead.
  • Do your homework – know what your customers want, how they are shopping and what their preferences are.

The numbers are there. 2015 is the year, if you haven’t already, hop on the mobile bandwagon. At the end of the day, if you are able to connect a physical store and digital aspects for a seamless customer experience, you win.

What retailers are really focusing on in 2015: Mobile

“We’ll see retailers focus spending on redesigning the core site, which benefits the site experience beyond mobile, and embracing responsive design – an approach that retailers favor over apps, with nearly half already applying it to their mobile site,” says Sucharita Mulpuru, Forrester Research VP and principal analyst.