Forrester Reports on Retail Mobile Strategies
May 3, 2011,
WASHINGTON-A growing number or retailers have launched initiatives to increase their mobile and social outreach to consumers, according to a survey conducted by Forrester Research.
In a report titled "The State of Retailing Online 2011: Marketing, Social and Mobile," the research firm found that 91 percent of retailers now have a mobile strategy either in place or in development, up from 74 percent when Forrester conducted this survey last year. Also, 72 percent of retailers said they will increase their spending on social networks this year over last year.
Sucharita Mulpuru, vice president and principal analyst for Forrester, said that while retailers will invest significant amounts in social and mobile tactics this year, they should have modest expectations for the benefits of social commerce. "With regard to mobile," Mulpuru said, "retailers should be working to increasingly integrate features and functionality into the physical store experience. While consumers may not be extensively exploring product information yet, basic store information, transparent pricing and easy checkout capabilities are likely to be the most pressing opportunities for most sites in the near term."
Other Articles By Author
HFN Launches Interactive Idea Book
HFN's DIGITAL EDITION
COVER STORY: HFN Turns 90
We commemorate HFN's 90th anniversary by paying tribute to the iconic retailer and supplier brands--and the people--that have helped the industry flourish, then and now.
ALSO IN THIS ISSUE:
- Up & Coming Leaders - The home industry is in capable and visionary hands as this year’s 40 Under 40 list attests. Today’s young leaders span all disciplines and varied levels of operation.
- Omnichannel Retailing - In the Mobile App World, Time is Money