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27pc leading U.S. retailers lack mobile presence: study

The company also found that only 58 percent of top U.S. retailers have a mobile Web site. Via the study, 2ergo investigated stores’ top 100 Retailers, including their portfolio companies and stores’ top 50 favorite retailers.

“If you’re not on mobile, you will lose business to your competitors,” said Michael Scully, managing director at 2ergo.

“The good news is that most retailers are getting it getting it right, but still many of the top retailers need to just get in the game.

“We recommend an iterative approach,” he said. “A retailer may not get is exactly right the first time but they need a solid presence that loads fast and offers core value.

“From there, you start building insight into key analytics and consumer behavior and make ongoing improvements and investments.”

2ergo is an international mobile business and marketing solutions company. It combines innovative proprietary mobile technologies and professional services to help organizations of all sizes develop and execute their mobile strategies.

Mobile findings
The study found that 58 percent of top retailers have a mobile-optimized site and 50 percent have an iPhone, Android or BlackBerry app.

Thirty-five percent of those reviewed have both a mobile site and at least one mobile app.

Of those companies that have a mobile-optimized site, 64% offer purchasing of goods and services, 17 percent offer inventory locators and 14 percent include and SMS opt-in function.

Additionally, the company found that 67 percent of the top non-store retailers such as Amazon, HSN and Peapod have both a mobile site and app – more than double that of those retailers with stores.

“There is risk of not having mobile optimized presence,” Mr. Scully said. “If consumers have a bad experience they will seek out your competitors.”

Hit or miss
2ergo also found that of the retailers who have a mobile application, 96 percent have an iPhone app, 56 percent have an Android app and 17 percent have a BlackBerry app.

Additionally, only 7 percent have launched apps on all three platforms.

According to the company, grocery, pharmacy and convenience store retailers that are providing convenience features such as personalized shopping lists, prescription refills and photo processing orders opt for mobile apps more often than mobile sites.

“We believe some retailers have trouble convincing their chief marketing officer to invest in mobile and for others the goal is to ‘check the box’ to say they’ve done mobile by launching an app,” Mr. Scully said.

“But that is not a complete mobile strategy – it’s only the beginning on the conversation with the consumer,” he said.

“SMS opt-in campaigns and QR codes help reinforce a mobile presence and drive traffic and engagement.”

Final Take
Rimma Kats is staff reporter on Mobile Commerce Daily, New York