It’s firmly established that providing a decent mobile experience is a necessity for retailers; what’s interesting now is the divide between shoppers who will use mobile versus those who actually enjoy it. Unsurprisingly, this is dictated by what the retailers themselves provide in terms of a mobile experience.
According to recent research from Prosper Insights & Analytics, which analyzes economic, behavioral and attitudinal data sets, it seems that there’s a distinct difference between good and good enough. In a study of consumers’ mobile interactions with Target, Best Buy, and Walmart, the numbers of shoppers were positive for all three — of smartphone users surveyed, 28.9% had shopped Walmart’s mobile site, while 27.7% and 22% had bought from Target’s and Best Buy’s, respectively. Pretty good, right?
However, though a majority of shoppers at all three mobile venues rated those sites either good or excellent, only Target had a positive number willing to recommend the experience to a friend. Of course, you can ask whether this is important, seeing as all three retailers posted strong numbers for total shoppers and their individual experiences. However, as showrooming continues to be an uphill battle, particularly for big box stores like these three, peer-to-peer recommendation is yet another key to combating that new consumer habit.
Interestingly, Target received a Net Promoter Score (which measured the likelihood of a mobile user to recommend the site to a friend) of 11.3% — Walmart’s was comparatively awful, at -19.8%. Target, however, is determined in offering the best mobile experience possible, with something even newer and more improved on the way. The retailer is partnering with Fast Company, sponsoring a developer competition to create an even better mobile experience for Target. With their mobile numbers already looking so good on every count (and beating their competition) it would seem to bear out that an aggressively progressive mobile strategy is the only way to go.