Retailers Focus Consumer Mobile Efforts on Stores, New Study Finds

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RSR Research, an analyst firm providing market intelligence on retail technology trends, announces the results of its latest research report, "Keeping Up with the Mobile Consumer," sponsored by Google and SAP. The research finds that retailers are eager to engage with consumers via their personal mobile devices, but focus their efforts on driving customers to stores, rather than on mobile commerce.

We’re in early days here, and most retailers are vaguely ambivalent as to what a strong mobile offering even looks like.

RSR Research's latest report, " Keeping Up with the Mobile Consumer " finds that retailers are eager to engage with consumers via their personal mobile devices, but focus their efforts on driving customers to stores, rather than on mobile commerce. As is usual, the best performers – Retail Winners – are already leaps and bounds ahead.

These findings are based on a survey of 83 qualified retailers in the summer of 2011. The report can be downloaded at http://www.retailsystemsresearch.com/_document/summary/1345. The report is sponsored by Google and SAP.

"Optimism about the channel is widespread,” said Nikki Baird, Managing Partner at RSR Research and co-author of the report. “Overall, 51% of respondents say that their mobile sales will grow significantly in the next 3 years, and another 42% expect at least some growth, if not a significant amount. And while the top mobile channel capabilities for our retail survey respondents include search for merchandise and receive coupons/offers, Retail Winners tell us they are laser-focused on using mobile to help the purchase process.”

"We’re in early days here, and most retailers are vaguely ambivalent as to what a strong mobile offering even looks like,” adds Steve Rowen, the report’s co-author. "But 79% know that a cut and paste version of a full eCommerce site is simply not a viable mobile strategy. There’s going to be a lot of trial and error, and even though not all new endeavors will be successful, it’s important to remember that the consumer already wants to use the device she has in her purse; even if a new tactic falls short, she’ll be eager to try it, and she’ll likely reward you for trying.”

"Keeping Up with the Mobile Consumer” contains analysis of the business drivers, opportunities, and organizational constraints surrounding exciting new uses of consumer mobile in retail. It also offers up baseline recommendations for successful mobile strategies. The report is part of RSR Research's ongoing efforts to provide market intelligence on retail technology trends, and can be downloaded here: http://www.retailsystemsresearch.com/_document/summary/1345

About RSR Research
Retail Systems Research (“RSR”) is the only research company run by retailers for the retail industry. RSR provides insight into business and technology challenges facing the extended retail industry, providing thought leadership and advice on navigating these challenges for specific companies and the industry at large. Learn more by visiting http://www.rsrresearch.com

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Nikki Baird
Retail Systems Research
303-589-5512
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Steve Rowen
Retail Systems Research
617-337-5228
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