Approximately half (46%) of retailers have a mobile strategy in place and see increased loyalty and personalization, not transactions, as the primary payoffs, according to a recent study from EPiServer. Only 22% of respondents said mobile transactions accounted for more than 20% of sales, and only 8% of the more than 100 organizations surveyed said they use mobile to boost transactions.
Of the retailers planning to implement a mobile strategy in the next 12 months, 74% will target improved customer loyalty and/or more personalized experiences for consumers. Currently, approximately one third (32%) of mobile implementations primarily address loyalty, and 14% target personalization.
“Retailers are using mobile as a way to differentiate themselves through convenience and brand loyalty,” said Bob Egner, VP of Product Management at EPiServer. “We see that retailers are still not completely sold on the ROI of a mobile strategy that focuses on mobile transactions. Furthermore, retailers are realizing a higher return and an increase in repeat business when they provide their customers with a positive experience that fosters loyalty and convenience, rather than when they build out a complex transaction model.”
The survey also found that in the next three to five years, respondents plan to make the greatest investments as follows:
- 60% in web sites, up 1% from 2012;
- 35% in mobile, up 11% from 2012; and
- 5% in social strategies, down 17% from 2012.
Click here to download the complete survey report.