Industry News

E-mail Article to a FriendPrint ArticleBookmark and Share

Adobe: Mobile retail needs a boost

Published: October 7, 2015

Only 45 percent of consumers are satisfied with retail applications, and just 47 percent are satisfied with retail mobile websites, according to a 2015 digital marketing survey conducted by Adobe. This means that retailers who want a strong mobile presence need to develop more personalized apps and mobile websites.

“Many companies treat mobile like it is just another channel, but mobile is the dominant channel, the primary experience for most consumers today,” said Matt Asay, vice president of mobile at Adobe. “Mobile has to be top of the list, the first consideration, not just an also-ran consideration.”

The research highlighted the importance of mobile, with 92 percent of millennials considering their smartphone their primary device, 84 percent of Gen Xers, 69 percent of Baby Boomers and 67 percent of those older than 70.

While 71 percent rank convenience as the most important aspect of a retail mobile experience, Adobe believes that a well-executed personalized experience can be an important way to drive convenience.  The research also shows that mobile sites should be designed to engage new and occasional repeat visitors because the sites are most often found through search, display ads, social media and other similar avenues. 

“Everyone is in this boat together,” said Asay. “The important thing is to start and iterate, try to find one thing, one aspect of your brand that you can deliver through a Web and app experience that will improve their lives and be super convenient.”