Online Retailers Are Going Mobile, Are Uncertain of Social Media Success
By Ina Steiner
Nearly three-quarters (74%) of online retailers either already have or are developing a mobile strategy, according to a Forrester Research study produced in partnership with Shop.org, the National Retail Federation's digital division.
Product and price information, store information, and coupons to support the in-store experience are among the most popular features that retailers are offering consumers in mobile versions, the study found.
Scott Silverman, Executive Director of Shop.org, said it's imperative for online retailers to stay on top of what their customers want, and said these days, it's all mobile all the time. "Mobile commerce has tremendous potential and will no doubt grow to become a significant part of overall sales volume in years to come. Whether to increase customer satisfaction, grow their brand or drive traffic and sales, online retailers are in this game to stay."
The study also reported that retailers are finding value in social media marketing, but the ROI for driving online sales remains murky; 28 percent of respondents said social marketing has helped grow their business, but direct sales from social tactics are not widely measured.
The survey of 109 companies is part of "The State of Retailing Online" research series, which provides eBusiness professionals with an annual industry benchmark for marketing and business investment and activities. Find more information on this page.
About the author:
Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to email@example.com.
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