Corresponding with the growing number of mobile device users among consumers, retailers overwhelmingly agree that mobile must be the top priority for their digital business in 2014, according to the 2014 Shop.org/Forrester Research Inc. “State of Retailing Online” survey.
The companies surveyed 70 retailers in October and November 2013, and more than half (53 percent) cited mobile efforts as a top priority, identifying responsive design, mobile site optimization and tablet redesign among key focus areas.
“Retailers grew their digital business with impressive strength in 2013, reflecting their laser focus on improving customer experience across all of their channels and on striving for a mobile first’ mindset that will be a key driver in all business decisions,” Vicki Cantrell, executive director of Shop.org, a division of the National Retail Federation, said in a statement. “In 2014, they will continue investing to further their relationships with customers, exploring everything from personalization and site usability to all things mobile,” Cantrell said.
Retailers understand how crucial a well-executed mobile strategy is to their overall growth, according to the report. On average, retailers’ total 2013 smartphone revenue increased 113 percent over 2012, and tablet revenue grew 86 percent over the same period. The survey also found that 21 percent of retailers’ Web revenue derived from either a smartphone or tablet in 2013.
Many retailers will also prioritize site redesign in 2014, with 46 percent planning to engage in some site overhaul. Efforts will focus on site personalization and usability enhancements or on the reconfiguration of the site experience to improve conversion rates, according to the study.