Company News • 23.05.2016

Mobile: Brands not ready to meet consumer expectations

97 percent of brands believe that a good mobile experience impacts customer loyalty, yet 4 in 10 remain without a mobile strategy

Photo: Mobile: Brands not ready to meet consumer expectations...
Source: Sitecore

Sitecore has released the second half of a global study conducted in conjunction with Vanson Bourne, surveying 450 brand marketers in 11 countries about their attitudes and strategy for the consumer mobile experience.

The research shows that a majority of brands are unprepared when it comes to implementing a mobile strategy and are not allocating sufficient resources to maintain, adapt, and improve the mobile experience in a fashion that aligns with dynamic consumer expectations.

Chief among the findings is that although 97 percent of brands believe a good mobile experience impacts customer loyalty, 41 percent of respondents have either no mobile strategy in place at all, or have some form of mobile strategy that has yet to be implemented. Meanwhile, 70 percent of these brands believe that their organization will not deliver on a mobile experience strategy for at least another six months.

In addition, when it comes to describing how their organization currently interacts with consumers on mobile, only 51 percent of brands report that their company personalizes content for mobile web customers while just 61 percent have a mobile optimized website in place.

Alternatively, of the brands who are planning or have begun to implement a mobile experience strategy, 98 percent reported that the organization has been affected by the focus on mobile customer experience in some way. For 53 percent, mobile investment has led to structural reorganizations or altogether new teams and departments, while for 46 percent, it has led to budget reductions in other areas of the business to allow for additional investment.

"As mobile devices have overtaken PCs for Internet access, brands must include the mobile environment when defining the customer experiences they deliver," said Scott Anderson, CMO, Sitecore. "Consumers now expect a contextual experience inclusive of mobile and will reward brands with loyalty for doing so while punishing those that don't with decreased business. All consumers today should be considered the mobile consumer."

According to Simon Hacking, online marketing manager at Chester Zoo, "Mobile is absolutely fundamental to what we do and accounts for 70 percent of visits to our website, so it's very important that we get the experience right every time. By deploying Sitecore, our mobile app is able to deliver personalized content that matches the location of individuals in the zoo."

Source: Sitecore

related articles:

popular articles:

Thumbnail-Photo: Social networking for neighbors
17.10.2019   #brick and mortar retail #online marketing

Social networking for neighbors

Nebenan.de is a social media platform where both neighbors and local businesses can network

"Mrs. Müller, may I borrow some flour from you?" The online platform nebenan.de has accommodated requests like this one and others among neighbors for some time now. Neighbors can also post in the “for free” section or ...

Thumbnail-Photo: POS TUNING supports Grips&Co
26.09.2019   #sales promotion #product presentation

POS TUNING supports "Grips&Co"

POS TUNING is committed to promoting young talent in the retail

Since the magazine "Rundschau für den Lebensmittelhandel" launched the Grips&Co competition, the annual cult event for junior staff, HR specialists and brand industry has been taking place for almost 40 years. Two days of ...

Thumbnail-Photo: Distract or divert!
10.09.2019   #customer satisfaction #customer relationship management

Distract or divert!

How to engage customers at the checkout

Retailers and retail designers spend a considerable amount of time discussing and juggling a crucial aspect of the customer experience at the point of purchase: the checkout.To be fair, it’s not easy to turn the moment when customers have to ...

Thumbnail-Photo: Get your business ready for E-commerce!
30.09.2019   #e-commerce #customer satisfaction

Get your business ready for E-commerce!

E-commerce Berlin Expo 2020 starts on the 13th of February 2020

The E-commerce Berlin Expo 2019 gathered more than 55000 visitors, 150 exhibitors and 45+ speakers taking part in the annual fair. The numbers speak for themselves - EBE has become one of the most important e-commerce events in Europe. However, ...

Thumbnail-Photo: DJ, play me a song while I shop!
18.11.2019   #brick and mortar retail #in-store marketing

DJ, play me a song while I shop!

Can music increase sales volume? Retail store music playlists generated in real-time make it possible

How do you select the right music and ad spots for your retail store to play at just the right time? Do you have an employee who visits every store armed with a USB stick and downloads ready-made playlists to the respective equipment?Are there ...

Thumbnail-Photo: VKF Renzel takes over exclusive distribution of EasyCubes...
23.10.2019   #product presentation #goods illumination

VKF Renzel takes over exclusive distribution of EasyCubes

The sales promotion specialist VKF Renzel took over the sole distribution of the
EasyCubes product presentation system for the DACH region with effect from
23.09.2019

After VKF Renzel was already involved in the successful product launch, this is now the consistent further development. ...

Thumbnail-Photo: A pearl among commodities: encouraging impulse buys...
11.09.2019   #pos marketing #customer analysis

A pearl among commodities: encouraging impulse buys

How to make the most of wait times

It’s wonderful if customers come to retail stores to buy things. It’s fantastic if they buy more than they planned to purchase. This offers many opportunities, especially for brick and mortar retailers as surveys show: customers are more ...

Thumbnail-Photo: Vast majority of consumers plan to return holiday gifts...
03.10.2019   #pos marketing #personalization

Vast majority of consumers plan to return holiday gifts

“Retailers need to seize the moment."

During the upcoming holiday season 77 percent of consumers surveyed said they plan to return a portion of their gifts, with nearly 20 percent expecting to return more than half of their presents (sorry grandma!). This is both a blessing and a curse ...

Thumbnail-Photo: AllFacebook Marketing Conference 2020
11.12.2019   #marketing planing #event

AllFacebook Marketing Conference 2020

The Social Media Marketing Conference will take place in March 2020 in Munich

3 days, 4 stages, more than 40 speakers, 1000+ participants and 100% social media marketing for companies. At the AllFacebook Marketing Conference from March 17 to 19, 2020 in Munich, Germany, industry participants will meet, exchange ideas and ...

Thumbnail-Photo: E-commerce Berlin Expo 2020 - first speakers announced!...
19.12.2019   #e-commerce #retail

E-commerce Berlin Expo 2020 - first speakers announced!

Save the date: the 13th of February of 2020, STATION-Berlin

This is where e-commerce insights combine with business knowledge and one of a kind networking, during the fifth edition on E-commerce Berlin Expo. The first speakers have already been announced - and saying that they are good and solid, is a real ...

Supplier

loadbee GmbH
loadbee GmbH
Nikolaus-Otto-Straße 13
70771 Leinfelden-Echterdingen
Mood Media GmbH
Mood Media GmbH
Wandalenweg 30
20097 Hamburg
VKF Renzel GmbH
VKF Renzel GmbH
Im Geer 15
46419 Isselburg
HappyOrNot
HappyOrNot
Innere Kanalstraße 15
50823 Köln
APG Cash Drawer
APG Cash Drawer
4 The Drove
BN9 0LA Newhaven
POS TUNING Udo Voßhenrich GmbH & Co KG
POS TUNING Udo Voßhenrich GmbH & Co KG
Am Zubringer 8
32107 Bad Salzuflen