2014 State of Mobile Retail. A spot check of mobile multichannel retail. Research based on IMRG/Hitwise UK Top 100 Online Retailers. Download full PDF here: http://ampersandcommerce.com/only-1-in-3-uk-retailers-offer-a-seamless-cross-channel-experience/

1. 2014 State of Mobile Retail.
Report: A spot check of mobile retail
Research based on IMRG/Hitwise UK Top 100 Online Retailers
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2. Introduction.
Methodology
The research was commissioned by Ampersand Commerce to find out how the top
100 UK online retailers - according to 2013 data from IMRG and Hitwise - do in the
mobile test.
The research was conducted in December 2013 and updated in January 2014. Of the
top 100 retailers from December 2013 to January 2014, the only companies to make
any major mobile updates were Virgin, Thompson and On the Beach, though none of
Virgin’s updates included transactional mobile capability.
The Discovery
Around 72% of UK retailers have multiple mobile presences, but a third are failing
to offer consumers a seamless cross platform service. Currys, Carphone Warehouse,
Homebase and lastminute.com are amongst the retailers that are not delivering cross
channel integration. This means shoppers can’t place an item in their online shopping
basket and continue the same shopping mission via mobile.
The research also found that very few retailers rely solely on one mobile platform –
16% of retailers only have a mobile website while 12% only have an app.
Out of the top 100 UK online retailers, only one is yet to have a mobile web or app
presence - Superdrug.
47%

3. The Criteria.
We checked the top 100 retailers for these key mobile capabilities...
• What sector is the retailer in?
• Does the retailer have a mobile website?
• Does the retailer have an iOS(i)/Android(A)/WinPho(W)/Blackberry(B) app?
• Is the mobile website transactional?
• Is the website ‘responsive’ or separate themes?
• Does the mobile website and desktop website offer a persistent basket?
• Does the mobile website offer location-based features?
• Is the mobile website hosted on m.domain or same domain?

4. The Results.
What sector is the retailer in?
Does the retailer have a mobile website?
• 100% or 3/3 food retailers have a mobile site
• 100% or Both baby retailers have a mobile site and app (Mothercare and
Kiddicare)
• 100% or 5/5 sports retailers have mobile sites. Two don’t have an app (Wiggle
and Evans Cycles. Go Outdoors isn’t transactional)
• 47% or 10/21 travel retailers, don’t have a mobile site (including BA, ryanair).
Virgin’s mobile siters are non-transactional
• 20% or 1/5 electrical retailers doesn’t have a mobile site (Apple), three don’t
have an app (Currys, PC World , HP). One retailer, ao.com is only partially mobile
optimised.
• 25% or 1/4 telecoms retailers doesn’t have a mobile site (Orange). All have
apps. O2 and Three don’t have BlackBerry apps. O2, Three and CPW don’t have
a Windows phone app
• 5% or 1/19 Department stores doesn’t have a mobile site (Next) & 2 don’t have
an app (Matalan & Wilkinson)
68% of retailers have both a mobile site and app
89% have a mobile site
82% have a mobile app
14% have a mobile app but not a mobile site
• 5% or 1/19 fashion retailers doesn’t have a mobile site (Zara), 3 don’t have an
app (Clarks, TK Maxx, Simplybe)
16% have a mobile site but not an app

5. The Results.
Is the mobile website transactional?
Does the retailer have a transactional iOS, Android, Windows
Phone or Blackberry app?
Only one retailer has neither mobile website or app – Superdrug
Out of the 89 retailers who have a mobile site, 7 are non-transactional.
15% only have an iOS app but 0% only have an Android app
61% have an Android app
82% have an iOS app

6. The Results.
Is the website ‘responsive’ or separate themes?
Does the mobile website and desktop website offer a persistent
basket when a user is logged in?
Despite the trend of responsive web design, most of the top 100 retailers see
N/A are retailers who either don’t have a mobile site and / or are in the travel sector
that a separate theme - at this time - is faster for ecommerce websites.
where a basket isn’t typically saved.

7. The Results.
Does the mobile website offer location-based features?
Is the mobile website hosted on m.domain or same domain?
Most retailers are not taking advantage of localisation within the website for a logged
Only three retailers stray from the typical m.domain or same domain.
in user. Most location-based services are around store locator.

8. Conclusion.
Consumer confidence in buying goods via a smartphone or tablet has spurred the
demand for a mobile centric approach. According to the latest IMRG Capgemini
e-Retail Sales figures, mcommerce grew by 81% year on year from December 2012 to
December 2013.
Investing in mobile commerce is now critical in all sectors. Retailers that haven’t made
the jump will continue to feel the pressure from competitors as consumers continue
to demand more joined-up interactions.
The most successful retailers are creating and maintaining a consistent, high quality
experience for customers, no matter the channel.
“Mobile traffic is still the biggest growth channel for most
retailers and is critical to a seamless customer experience.
Without integration across all channels, retailers are missing a
big opportunity to grow revenues and drive brand loyalty.”
Darryl Adie, Managing Director at Ampersand Commerce
References
Link: Top 100 online retailers in the UK 2013
Link: IMRG Capgemini e-Retail Sales 2013

9. Ampersand Commerce.
Contact
Darryl Adie
Ampersand Commerce is an ecommerce agency that helps major retailers build
Managing Director
better online stores using open source technology. A Magento Gold Solution
da@amp.co
Partner, Ampersand Commerce specialises in advanced back-end integration,
+44 161 236 5504
helping international multichannel retailers increase conversion and efficiency
through the strategic use of open source technology.
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10. Thank You.
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