Have Brands Made Any Omnichannel Progress in 2017?
Posted by Phil Granof on Nov 2, 2017
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Imagine if all shopping was done by cyborgs. You all have wireless connection, you remote control them from your home, they go out to retail stores, you buy stuff through them. What would the retail environment look like? You must be thinking, “that’s crazy, ridiculous. That’s in the movies.” But the reality is that right now, you have cyborgs shopping in all the retail markets. Why? Because they have a smartphone in their hand.
The question that retailers must face is, what does this really mean to the nature of the omnichannel retail experience? How does it address our robot shopping overlords now, who are more equipped from an inventory visibility standpoint, a competitive standpoint, from a pricing standpoint, than perhaps anyone could have behind the counter?
That’s what we set out to answer with our 2017 Mobile Retail Report. We looked at mobile’s role in omnichannel retail today. One of the remarkable statistics we uncovered was that 78 percent of brands do not have a shoppable app. How is that possible? Sure, it’s difficult. Agencies can build it for you, but it’s a reflection of the way in which these organizations are siloed. Brands and retailers know mobile has disrupted the industry, but most people in the organization defer to digital teams, who they know are working on ecommerce. They know desktop is producing decent conversions, and they let the mobile topic fall to the wayside. The companies who do have a mobile app either don’t do it right or barely promote it.
Now that the data is in, we are happy to report on our findings. There has been progress, but not enough. In 2016, our report found the industry scored a C-minus overall, and this year it slightly improved to score a C. The report ranks brands across four categories: Mobile Experience, Search & Discover, Personalization & Engagement, and Path to Purchase & Fulfillment. Each category was scored on the level of technology adoption and mobile acuity found in that area.
To learn more, download your free copy today: www.newstore.com/mobile-retail-report.
