Sephora, Crate and Barrel Offer Best-in-class Mobile Web Sites: Report (Mobile Commerce Daily)

Retailers’ mobile Web sites improved across all key indicators in the past year as merchants did a better job meeting customers’ expectations, according to a new report from the e-tailing group.

The group’s third annual Mobile Mystery Shopping Study found that the mobile shopping experience has shown strong improvements in delivering a consistent cross-channel experience, better merchandising and more promotional activity. The e-tailing group expects mobile sites to continue to continue to improve as retailers address the growing use of smartphones and tablets for shopping-related activities.

“The big news is the pace at which the merchants are embracing mobile and making tangible improvements to make a smoother, more efficient shopping experience,” said Lauren Freedman, president of the e-tailing group, Chicago....

Mobile customer experience improves
The e-tailing group audited 168 metrics on 50 mobile sites to create the Mobile Customer Experience Index showing how retailers’ mobile Web sites compare with others. The sites were scored on a 100-point scale based on metrics for five key pages, presence and execution of merchandising tactics and accessibility of customer service.

Key findings include that the number of retail mobile Web sites with a score of 80 doubled in the past year for a total of ten. Additionally, the average score increased from 64.56 to 71.53.

The top five performing mobile Web sites are American Eagle Outfitters with a score of 87, Sephora with 84.5, Crate and Barrel with 84, Nordstrom with 83.75 and REI with 83.

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