how shoppers are driving the future of retail mobility · mobile app vs. mobile website is an even...

MOBILITY IS A TOP PRIORITY FOR SHOPPERS, BUT RETAILERS NEED TO CATCH UP TO ITS VAST POTENTIAL* HOW SHOPPERS ARE DRIVING THE FUTURE OF RETAIL MOBILITY Less than half of shoppers are satisfied with mobile experiences offered by retailers. All industries can improve, but retail is clearly lagging. So, what should retailers do? Mobile coupons, although only offered by a few retailers, are in high demand by shoppers. Why? There’s a time and a place for a mobile app, such as when there is a reason for the shopper to come back often. There is also a time for a mobile website, such as when a shopper wants quick and easy information. Retailers need to optimize experiences across both. 91% 65% Airline 60% Hotel 52% Specialty Retail 45% Consumable Retail SHOPPERS WHO ARE INTERESTED IN USING MOBILE COUPONS 65 % 28 % PREFER MOBILE COUPONS & MOBILITY HAS THE POTENTIAL TO GENERATE FUTURE REVENUE GROWTH AND BECOME A PRIMARY TOOL TO INTEGRATE DIGITAL AND PHYSICAL SHOPPING EXPERIENCES. BUT RETAILERS MUST CLOSE GAPS BETWEEN SHOPPER EXPECTATIONS AND MOBILE EXECUTION IF THEY WANT TO WIN NEW CUSTOMERS. HOW SATISFIED ARE YOU WITH MOBILE OFFERINGS? *All data and findings are from the RIS/Cognizant “2014 Shopper Experience Study.” Shoppers who have mobile devices and are using them to manage their lives. With the amount of screen time shoppers spend on their mobile devices, retailers must shift to a “mobile first” mentality. Shoppers are increasingly buying online and pick- ing up products in store, but 49% say they experience service failure. Mobile and location-aware alerts will close the communication gap. SHOPPERS WHO WANT MOBILE ALERTS ABOUT PROGRESS ON THEIR ONLINE ORDERS 60 % 50 % WOULD LIKE LOCATION-AWARE MESSAGING TO INFORM THEM ABOUT ONLINE ORDER PROGRESS & 50-50 SHOPPERS’ PREFERENCE FOR MOBILE APP VS. MOBILE WEBSITE IS AN EVEN SPLIT MOBILE HELPS DELIVER WHAT SHOPPERS WANT Shoppers who use their mobile devices for research 78% Prefer self-service although 41% are dissatisfied with self-service options — mobile can help 63% 59% Say it is very important that companies communicate with them through their preferred channel 54% Want to be recognized for their loyalty to a brand — mobile engagement personalizes recognition 47% Want location- based mobile offers 36% Want access to customer service via mobile – an emerging capability shoppers will adopt

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Mobility is a top priority for shoppers, but retailers need to catch up to its vast potential*

How SHopperS Are DrivingTHe FuTure oF reTAil MobiliTy

Less than half of shoppers are satisfied with mobile experiences offered by retailers. All industries can improve, but retail is clearly lagging.

So, what should retailers do? Mobile coupons, al-though only offered by a few retailers, are in high demand by shoppers.

Why? There’s a time and a place for a mobile app, such as when there is a reason for the shopper to come back often. There is also a time for a mobile website, such as when a shopper wants quick and easy information. Retailers need to optimize experiences across both.

91%65% Airline

60% Hotel

52% SpecialtyRetail

45% ConsumableRetail

SHoppeRS WHo ARe inTeReSTed in uSing MobiLe CouponS

65% 28% pRefeR MobiLe CouponS

MobiLiTy HAS THe poTenTiAL To geneRATe fuTuRe Revenue gRoWTH And beCoMe A pRiMARy TooL To inTegRATe digiTAL And pHySiCAL SHopping expeRienCeS. buT ReTAiLeRS MuST CLoSe gApS beTWeen SHoppeR expeCTATionS And MobiLe exeCuTion if THey WAnT To Win neW CuSToMeRS.

HoW SATiSfied ARe you WiTH MobiLe offeRingS?

*All data and findings are from the RIS/Cognizant “2014 Shopper Experience Study.”

Shoppers who have mobile devices and are using them to manage their lives. With the amount of screen time shoppers spend on their mobile devices, retailers must shift to a “mobile first” mentality.

Shoppers are increasingly buying online and pick-ing up products in store, but 49% say they experience service failure. Mobile and location-aware alerts will close the communication gap.

SHoppeRS WHo WAnT MobiLe ALeRTS AbouT pRogReSS on THeiR onLine oRdeRS

60% 50% WouLd Like LoCATion-AWARe MeSSAging To infoRM THeM AbouT onLine oRdeR pRogReSS

50-50ShopperS’

preference for Mobile App

vS. Mobile WebSite iS An even Split

MobiLe HeLpS deLiveR WHAT SHoppeRS WAnT

Shoppers who use their mobile

devices for research

78%prefer self-service

although 41% are dissatisfied

with self-service options — mobile

can help