Customer Satisfaction with Mobile Shopping on the Rise; Trails Satisfaction with Websites

ForeSee, the leading customer experience analytics firm, has today announced the findings of its latest mobile shopping report (as part of its study of nearly 10,000 visitors to the biggest e-retail websites in the UK throughout December) revealing key trends on retailers’ future business.  ForeSee’s methodology is able to show how customers’ satisfaction with various interactions with a company (including mobile shopping and applications) impacts their purchase intent, loyalty, and recommendations across all channels.

The survey shows that 49% of all UK survey respondents indicated that they had accessed a retailer’s website using a mobile phone (compared to 32% in 2010 and 23% in 2009) and an additional 28% indicate that they plan to use their mobile phone to access a retailer’s website, mobile website, or mobile app in the future. In short, more than three-quarters of all online shoppers are either already using or plan to use their phones for retail purposes. This finding indicates a huge opportunity for retailers with sophisticated, user-centric mobile sites and apps.

Shopping via a mobile phone has become as common as shopping from a computer at work, and many people are shopping using multiple devices, underscoring the critical importance of providing a mobile experience that reinforces and supports a retailer’s brand and reputation rather than undermining it.

Traditional websites are still outperforming mobile sites and apps at the moment – Even though mobile shopping is clearly catching on, shoppers are still not quite as satisfied with the mobile experiences provided by UK e-retailers. Traditional e-retail websites in the UK rate a 73 on the study’s 100-point scale, up one point from last year. However, UK customers rate their satisfaction with the mobile experience significantly lower: 70 (which is still a positive increase from last year’s mobile satisfaction score of 67).

“The research clearly found that the use of mobile phones to access companies’ websites, mobile websites and applications for shopping purposes is increasing dramatically in the UK, indicating that any retailer who is not wholeheartedly embracing the mobile trend is leaving money on the table for competitors,” said Larry Freed, CEO at ForeSee. “Given the widespread and growing usage of mobile websites, it is no longer acceptable for a retailer to have a substandard mobile site no matter how good their traditional site is. If shoppers aren’t having a good mobile experience with a given retailer, they will simply go elsewhere.”

ForeSee’s Senior Director of Mobile, Media and Entertainment Eric Feinberg, added, “It is pleasing to see that the satisfaction gap between traditional websites and the mobile experience is narrowing: last year there was a five-point gap; this year, there is a three-point gap.  However, satisfaction with mobile sites still lags. This presents retailers who do manage to provide an excellent mobile experience with a great opportunity to continue to improve, and it also creates a big incentive for those who don’t have their house in order to do so. Meanwhile, expectations are being set by the best retail websites – the others will have to catch up quickly.” Feinberg gives a final pointer for retailers working in – and looking at mobile shopping: “Don’t be tempted to measure satisfaction by tracking sales, app downloads, or mobile site traffic. Customer satisfaction is the result of meeting a customer needs and expectations – the principles are the same regardless of the customer touch point.  You can only find out about satisfaction by asking the customers themselves.”


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