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Monday, 21st November 2011, 15:27:34
Boots takes top spot in mobile shopping survey
International pharmaceutical firm Boots has taken the top spot in a recent survey carried out to examine the quality of mobile phone services offered to shoppers using their handset to visit ecommerce websites.
The study, carried out by ecommerce consultancy dotCommerce, saw participants award the online retailer with a score of 75 per cent, placing it in front of fashion outlet New Look, which received 68 per cent.
Ben Staveley, head of ecommerce, said: "Growing consumer expectations and a fiercely competitive market make this an area where getting left behind is a big risk and yet, a very real possibility."
The findings highlighted the emerging requirement for ecommerce retailers to create an easily accessible webpage that is available for mobile shoppers, with only one third of those surveyed giving customers the chance to visit a dedicated mobile site.
As part of the study, researchers assessed 12 leading UK retailers across a number of categories including BlackBerry, iPhone and Android devices, with marks awarded against 22 criteria in eight categories such as security, market integration and ease of use.
Site navigation was the best performing section, which suggests this area is receiving the most attention from website developers. However, payment confirmation and checkout processes were among the lowest average scores across most firms.
Fragrance brands showed the worst performance across the categories, suggesting a lack of understanding of the requirements of mobile shoppers, while footwear, cosmetics and cookware also fared badly.
"These findings paint a clear picture of the mobile challenge retailers must tackle today," Mr Staveley added.
Earlier this month, a study commissioned by market research company Kelkoo predicted UK families will spend 25.5 per cent of their seasonal budget online, which is more than any other country in Europe.
Additionally, analysts predicted the overall Christmas budget has increased by one per cent since last year and is now estimated at £682, with mobile phones set to be used to carry out a portion of the festive shop.
Posted by Phil Williams
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Categories: | Ecommerce |
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