Fashion retailers have long been comfortable staying ahead of cultural trends, but when it comes to satisfying the needs of today’s mobile-obsessed consumers, they’ve generally lagged behind. You could say their approach to technology is a bit worse than fashionably late.
Our annual Mobile Retail Report reviews the omnichannel consumer journey for mobile consumers, and since 2016 the industry has not improved much. In particular, the category of Mobile Experience, which logically seems the easiest to improve, remained flat year over year.
For research purposes, we defined Mobile Experience as the degree to which retailers infuse optimized mobile experiences into their brand experience. Do they have a shoppable app, have they experimented with progressive web technology, or enabled touch ID? In the store, do associates have access to mobile tech, or is there public wi-fi?
Despite the traditional luxury lag, one of the stand out stars was Burberry. Even before the departure of Christopher Bailey, who stepped down as Burberry Chief Executive in July, the company has focused on embracing a digital future. In September of this year, Burberry began to experiment with Apple’s ARKit to add an augmented-reality feature that allows users to redecorate their surroundings with Burberry-inspired drawings by the artist Danny Sangra.
In terms of our research, it was notable that the Burberry mobile app vaulted the brand to the number two position, just behind Sephora, who can’t seem to do anything wrong. The app’s For You section contains featured stories that can be shopped. A simple scroll up function allows you to shop what you like right when you see it.
How can brands like Burberry make the grade when it comes to mobile? Our report, and a slew of other industry data, suggests that mobile speed is critical, and a connection to store associates could catapult a brand into increased loyalty and higher revenues.