New Bronto Study Reveals Retailers’ Use of Responsive and Adaptive Design for Multi-Device Shoppers

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White paper offers insights for retailers to optimize the consumer path-to-purchase with a device-optimized shopping experience.

The shopping experience has been transformed by rapid consumer adoption of smartphones and tablets, and retailers are struggling to keep up. Eighty-five percent of consumers will start shopping on one device and finish on another, according to a Google/Ipsos study. Yet, many retailers fail to offer shoppers a multi-device optimized shopping experience, which can lead to frustrated consumers and lost sales.

Bronto Software (, the leading marketing platform for commerce, conducted an online audit of 106 retailer web sites and emails to examine responsive and adaptive design trends. The white paper, “Responsive Design Provides the Perfect Fit,” available for download at provides analysis and insights for retailers to offer consumers a more engaging online shopping experience across multiple devices.

The white paper examines how retailers are (or are not) using responsive design, adaptive design, and mobile-first websites and emails. The study also examines how various mobile email clients, apps and operating systems display email messages. Sample findings from the research include the following:

  • Only 4% of retailer websites used responsive design when viewed on a traditional computer.
  • Only 8% of emails from retailers in the study used responsive design.
  • Web versions of Gmail on Android phones did not scale test emails or process responsive code.

“The online audit clarified the fact that while responsive and adaptive designed sites and emails are becoming increasingly important for engaging shoppers, marketers need to remember there is no cure-all,” said Jim Davidson, Bronto’s manager of marketing research. “Instead of blindly relying on one technique, retailers should first better understand which devices shoppers are using at various stages of the purchase path. Based on testing insights, retailers can make adjustments such as website adaptive design improvements or using responsive design in the mobile inbox to increase engagement and sales for multi-device customers.”

Retailers can find additional research findings and recommendations in the full white paper, “Responsive Design Provides the Perfect Fit,” available for download at

About Bronto Software
Bronto Software provides a cloud-based marketing platform for retailers to drive revenue through their email, mobile and social campaigns. As the leading provider of self-service email marketing to the Internet Retailer Top 1000, Bronto powers digital marketing for top brands worldwide, including Armani Exchange, Timex, Samsonite and Gander Mountain, The company is headquartered in Durham, NC with an office in London, UK. For more information, visit

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Tom Francoeur
Emanate PR for Bronto Software
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