Forrester Reports on Retail Mobile Strategies

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.

One result from the survey is that 21 percent of all mobile traffic to retailers is coming from tablet computers, which Forrester said is "amazing" considering that the iPad debuted slightly more than one year ago. Social networks also ranked fourth as an investment area for retailers, up significantly from last year's survey.

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."

HFN Staff | News & Commentary

HFN provides detailed information on the key home classifications: Housewares, Tabletop, Floor Covering & Rugs, Furniture, Home Textiles, Lighting, Home Decor, Mattresses & Bedding, Gifts, Major Appliances and Consumer Electronics as well as Business, Finance and Retail.

Videos

  • Von Tobel Cites Brass Textures Among Top Trends

    Camera Icon   More Videos

Subscribe to
HFN Omnichannel
Receive the news you need to know about the trends in the industry delivered right to your inbox.

Current Issue

  • HFN cover for September 2017

    HFN's DIGITAL EDITION

    September 2017


    COVER STORY:

    2017 State of the Industry Report
    Cautious Optimism, Mixed Results

    Many expected 2016 would be a banner year, but the political and economic climate softened consumer confidence. It was also a year consumers spent more lavishly on home remodeling rather than decorating.


    ALSO IN THIS ISSUE:

    •  TJX Unveils First U.S. Homesense Store - In a time when retailers are reducing store counts, TJX continues to get physical.
    •   Ikea’s Fluid Spaces - The retailer’s new intros reflect multifunctional rooms.
    •  N.Y. Home Fashions Market Preview - Textile textures get soft and cozy, colors warmer.