- Retailers need to work harder to improve their mobile offering according to strategic information management company Stibo Systems. In its UK Online Shopping Trends 2011 whitepaper, only 27 percent of consumers said they were satisfied with their mobile retail experience. Not surprising when you consider that in separate research, Stibo discovered that 58 percent of retailers didn’t have the budget to make rich-media improvements to their site and 37 percent suffered due to legacy technology systems. On the bright side, the study of executives at 100 top UK retail organisations revealed that around half (48 percent) of retailers are planning to enhance their mobile offering by the end of 2012; of those, 53 percent are looking to optimise their websites for mobile, with 44 percent planning to facilitate mobile transactions.
- Another survey, this time by Strongmail, notes that more than a third of businesses plan to increase their investment in mobile marketing programmes such as mobile apps (29 percent) and SMS alerts (20 percent). But when it comes to email, integrating social media is more important. It found that more than two-thirds of businesses plan to integrate social media and email in 2012, versus 44 percent integrating mobile and email.
- By failing to maximise the potential from mobile, marketers are missing a trick. According to a YouGov survey commissioned by mobile business and marketing services firm 2ergo, 56 percent of consumers would use a personalised loyalty scheme on their mobile and just over a fifth (21 percent) state they would spend more if a brand had a proactive scheme which provided relevant and timely offers. And yet, 2ergo found that just 6 percent of high street retailers currently have a mobile-based loyalty scheme.
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