In its fourth annual report, an online retailing group has named six retailers as companies with the best mobile sites.
The Mobile Mystery Shopping Report from The E-tailing Group Inc. found six top mobile sites from among 50 “large, well-known merchants” that offer online shopping services.
The top retailers are: Toys “R” Us Inc. (83.50), American Eagle Outfitters Inc. (AEO) (82.50), Crate & Barrel (82.25), Nordstrom Inc. (JWN) (80.25), Sephora USA Inc. (80.25) and Foot Locker Inc. (FL) (80.25).
Consumers are increasingly shopping with their smartphones, and smart retailers have risen to the occasion, delivering well-conceived m-commerce sites for those shoppers, says Lauren Freedman, president of The E-tailing Group.
…The average score for all 50 merchants studied in the Mobile Mystery Shopping Report is 69.73. Other retailers studied include Amazon.com Inc., Best Buy Co. Inc., Gap Inc., HSN Inc., Macy’s Inc., OmahaSteaks.com Inc., Target Corp., Tiffany & Co., and Wal-Mart Stores Inc.
“Streamlining the shopping experience via a ‘less is more’ mindset to include only the essential browse and buy components ensures that shoppers can quickly find products of interest and expediently check out,” Freedman says. “Taking a task-oriented approach to refining mobile sites will ensure that shopper satisfaction is high and conversion rates continue to escalate. Integrating cross-channel elements makes certain that the customer connects to all of your channels at their convenience where the mobile experience supports the demanding shopper.”
Mobile shopping this year is expected to increase as it has in previous years, with more and more retailers aware of the need to ensure their sites are mobile ready.