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Why Brands Aren’t Delivering a True Omnichannel Experience for Mobile-First Customers

Your customers' shopping experience is the biggest differentiator among you and your competitors. The channels in which customers shop don't make a difference to them. What does, is the seamless experiences you provide across those channels.

Customers want a brand experience that is convenient, personalized, and engaging.  At the heart of this omnichannel experience, there is one vehicle that remains consistent…a mobile device.

We are now fully enthralled in a mobile-first world with present-day retail and the future of retail being encircled by mobile. Now that we understand and accept our retail fate with mobile, there is only one question that remains. How is the retail industry meeting the needs of today’s mobile-first consumer? Short answer: not so well.

We, here at NewStore conducted an online and offline research of 112 luxury, lifestyle, and fashion retail brands to evaluate their mobile capabilities, mobile readiness, and mobile acuity. This research focused on native apps, mobile websites, in-store, and the omnichannel functionalities they deliver. The analyses also examined the quality and maturity of consumers’ in-store experiences with custom apps and mobile websites.

After months of extensive research and investigation the results are in! The first-of-its-kind 2016 Mobile Retail Report is available for download.

What we learned is that many retailers are failing to keep pace with today’s mobile-first consumer expectations. Collectively, the industry achieved an overall grade of C-minus, with retailers showing mixed adoption and integration of key technologies connected to how today’s consumers want to shop.

As many as 500 data points on each retailer were collected and results were compiled into five categories based on a typical customer and store associate journey. Starting with the use of a native app or mobile website to search and share, continuing with the quality of personalization and engagement, tracing the path to purchase and fulfillment, and ending with the return and re-engagement process.

To find out more on what the current mobile customer journey is like and why it’s not making the grade, download your copy of the 2016 Mobile Retail Report.

It's the retail industry’s only comprehensive assessment on the state of mobile retail with best-in-class examples and actionable next steps on how to better compete in a mobile-first world.

Download Report


Kristin Schepici, Director, Marketing

Kristin is a senior marketing professional with a strong focus in multimedia and experience developing and executing integrated marketing communication plans. With a strong focus on inbound marketing, she oversees the development and implementation of online marketing strategies.

Topics: mobile-first

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