January 29, 2014 | Ben Stollard

U.K. Retailers and the Mobile Customer Experience Challenge

The ForeSee Experience Index (FXI): 2013 U.K. Retail Mobile Edition Now Available
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As the uptake of mobile e-commerce increases in the U.K. and across the world, it’s important for retailers to understand just how far its significance extends beyond direct sales alone. As the ultimate ‘companion’ channel, mobile is with the consumer along every step of the purchasing pathway — at home and in the store, on the train and in the café. And according to one prediction, this year will see smartphone penetration reach 75% of the U.K. population.

Thus, it’s incredibly important U.K. retailers get their mobile strategies right – and soon. The ForeSee Experience Index (FXI): 2013 U.K. Retail Mobile Edition shows a significant four-point customer satisfaction gap between the U.K.’s top 10 mobile retail sites and their traditional website counterparts. Why does this matter?  Because according to our research, highly satisfied mobile U.K. mobile shoppers are:

  • 69 percent more likely to purchase from that retailer in the mobile channel
  • 53 percent more likely to buy from that retailer in another channel
  • 59 percent more likely to buy from that retailer the next time they make a similar purchase;  and
  • 55 percent more likely to recommend the retailer, mobile website or app

Infographic: The ForeSee Experience Index (FXI): 2013 U.K. Retail Mobile Edition

Today’s consumers make no distinctions between channels and expect the experience of interacting with a retailer to be seamless – whether they start their path to purchase on the web, in a store, or on a mobile device.

Although mobile retail sales in the U.K. do not yet represent as high a proportion of total sales as traditional websites, our research suggests improving the mobile customer experience is a significant opportunity that U.K. retailers should begin to address now – especially because the U.K. mobile retail landscape is not fully settled yet. In fact, none of the top 10 mobile sites measured in the ForeSee Experience Index achieved a score of 80 or above — generally considered the threshold for excellence.Marks & Spencer and Tesco top the chart for satisfaction — with both scoring 75 points. Sports Direct and NEXT take joint second place with 74 points apiece, and N Brown, Ocado and Sainsbury’s all score 73.

So the time to improve the mobile customer experience is now. Retailers who do so will be in the best position to capitalise on sales opportunities across channels, but those who fail to get the mobile customer experience right run the risk of damaging the brand and its prospects across all channels.

For more on the state of the retail mobile customer experience in the U.K., download the ForeSee Experience Index (FXI): 2013 U.K. Retail Mobile Edition.

 Download the ForeSee Experience Index (FXI): 2013 U.K. Retail Mobile Edition

If you’re interested in measuring the experience of your customers or you’d like more information on how ForeSee’s proven multichannel customer experience analytics can give you deeper insights into the customer experience to determine which improvements will have the greatest impact on your business, contact us today!

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About the Author

Ben Stollard is ForeSee’s UK Director of Sales. Prior to joining the ForeSee team, Ben served as Vice President of Northern Europe Sales for Kyriba Corp. Prior to that, Ben was the IBM North EMEA Sales Director at IBM London. Ben also worked as a sales director for VirtualizeIT and as a UK as Enterprise Sales Manager at Congos. Ben has a BSc, Information & Computer Science from Loughborough University.

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