Welcome!

News Feed Item

Acquity Group Study Finds 82% of Top 50 Retailers Have Basic Mobile Offerings; Only 10% Bring Digital Experience In-Store

Brands excel on big browser, but few offer shoppers emerging features such as videos, chat, pay-with-phone and inventory check.

CHICAGO, Dec. 4, 2012 /PRNewswire/ -- Acquity Group (NYSE MKT: AQ), a leading global Brand eCommerce® and digital marketing company, announced today the results of its inaugural 2012 Brand eCommerce Audit, which evaluates Interbrand's Best Retail Brands 2012 on customer engagement across digital channels.

When it comes to mobile, 82 percent of retailers have a mobile optimized site, 72 percent have a mobile or tablet app, and 66 percent have both. Most of these brands make use of basic mobile capabilities, including shopping carts (88%), featured products (85%), customer reviews (63%) and contact forms (54%), but there are improvement opportunities in many areas, including:

  • Less than half (44%) of retailers evaluated currently provide click-to-call.
  • Although 76 percent of retailers offer product image zoom capabilities on big browser, only 39 percent have this offering on mobile.
  • While the vast majority (98%) have email opt-in options on big browser, a mere 34 percent support this feature on mobile.   

The study also found only one in 10 brands offer up-and-coming in-store digital experiences such as augmented reality, relevant product content access,  in-store loyalty applications and digital barcode coupons. Moreover, only 28 percent of retailers allow flexible "pay-by-phone" capabilities, including Google Wallet and PayPal, at their brick-and-mortar locations.

"Now that brands recognize the importance of the mobile channel, their focus must shift to adopting forward-looking mobility strategies to augment their in-store and big browser sales channels," said Jay Dettling, Executive Vice President of Acquity Group. "Mobile is no longer a separate channel for eCommerce. Through this research, we uncovered many areas where brands lack progressive initiatives that contribute to a truly Omnichannel experience."

The brands leading the way in terms of mobile, in order of scoring, include: Nordstrom, Best Buy, Walgreens, American Eagle Outfitters, Dick's Sporting Goods, Victoria's Secret, Home Depot, Urban Outfitters and GameStop. Rounding out the leaders and tied for tenth were Gap, Old Navy and Banana Republic. Dollar Tree, Bath & Body Works, Big Lots, Tractor Supply and Rent-A-Center were the only retailers on Interbrand's list without a mobile presence.

Retailers Mature on Big Browser

Brands received high marks overall for their big browser presence. More than 90 percent of retailers offer email opt-in (98%), contact form (94%), featured products (98%), product images (96%), site search (98%) and store locator (94%) capabilities. In addition, all companies evaluated have website uptimes of at least 95 percent and only 46 percent are using Google Pay-Per-Click for advertisement.

Fewer retailers offered emerging features on their big browser sites, including chat (24%), flexible pick up and returns in-store for online purchases (36%) and the ability to check on-location inventory (30%). Although the study identified video as the most popular up-and-coming feature, only 36 percent of retailers currently incorporate this in their big browser sites, including Wal-Mart, Home Depot, Best Buy and Amazon.

The leading brands on big browser, in order of scoring, include: Advance Auto Parts and Auto Zone (tied for first), Urban Outfitters, Best Buy, Nordstrom, GameStop, Bed Bath & Beyond, Toys R Us, Home Depot and Tractor Supply.

"Brands have a significant opportunity to leverage emerging features to increase engagement and position themselves more competitively against Amazon, eBay, and other discount and warehouse retailers," said Dettling. "It is important for companies to evaluate their current offerings now and adjust accordingly, as we expect to see more flexible payment, delivery and user-experience capabilities moving into 2013."

To download the full Brand eCommerce Audit™ report, visit http://www.acquitygroup.com/brandaudit2012.

The Acquity Group Brand eCommerce Audit® Methodology

As a leading provider of digital marketing, interactive design, and eCommerce solutions, Acquity Group has worked with many well-known retailers to extend and redefine their cross-channel capabilities for increased profits, efficiency and customer engagement, the Company wanted to obtain a better understanding of how well brands are engaging customers across channels.

The Audit considered all companies listed on Interbrand's Best Retail Brands 2012 and looked at quantitative metrics across a variety of channels, which included in-store, big browser, mobile, social, search and email. Companies were awarded points based on their level of interaction with consumers across each of these channels and were further evaluated on a qualitative scale to assess consistency across marketing channels.

About Acquity Group

Acquity Group is a leading global Brand eCommerce® and digital marketing company, creating award-winning digital experiences for global brands. Our multi-disciplinary approach brings together strategy, design, and technology to create brand-unique experiences that build unbreakable customer relationships. Acquity Group works with leading brands like Adobe, AT&T, General Motors, Motorola, and Saks Fifth Avenue through offices in North America and Asia.

Contact:

Emily Johnson
312-267-2939 
[email protected]

SOURCE Acquity Group Ltd.

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
In his Opening Keynote at 21st Cloud Expo, John Considine, General Manager of IBM Cloud Infrastructure, will lead you through the exciting evolution of the cloud. He'll look at this major disruption from the perspective of technology, business models, and what this means for enterprises of all sizes. John Considine is General Manager of Cloud Infrastructure Services at IBM. In that role he is responsible for leading IBM’s public cloud infrastructure including strategy, development, and offering ...
In the fast-paced advances and popularity in cloud technology, one of the most critical factors revolves around concerns for security of your critical data. How to assure both your company and your customers they can confidently trust and utilize your cloud environment is most often top on the list. There is a method to evaluating and providing security that exceeds conventional modes of protecting data both within the cloud as well externally on mobile and other devices. With the public failure...
Digital transformation is changing the face of business. The IDC predicts that enterprises will commit to a massive new scale of digital transformation, to stake out leadership positions in the "digital transformation economy." Accordingly, attendees at the upcoming Cloud Expo | @ThingsExpo at the Santa Clara Convention Center in Santa Clara, CA, Oct 31-Nov 2, will find fresh new content in a new track called Enterprise Cloud & Digital Transformation.
Smart cities have the potential to change our lives at so many levels for citizens: less pollution, reduced parking obstacles, better health, education and more energy savings. Real-time data streaming and the Internet of Things (IoT) possess the power to turn this vision into a reality. However, most organizations today are building their data infrastructure to focus solely on addressing immediate business needs vs. a platform capable of quickly adapting emerging technologies to address future ...
SYS-CON Events announced today that NetApp has been named “Bronze Sponsor” of SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. NetApp is the data authority for hybrid cloud. NetApp provides a full range of hybrid cloud data services that simplify management of applications and data across cloud and on-premises environments to accelerate digital transformation. Together with their partners, NetApp emp...
The dynamic nature of the cloud means that change is a constant when it comes to modern cloud-based infrastructure. Delivering modern applications to end users, therefore, is a constantly shifting challenge. Delivery automation helps IT Ops teams ensure that apps are providing an optimal end user experience over hybrid-cloud and multi-cloud environments, no matter what the current state of the infrastructure is. To employ a delivery automation strategy that reflects your business rules, making r...
Most technology leaders, contemporary and from the hardware era, are reshaping their businesses to do software. They hope to capture value from emerging technologies such as IoT, SDN, and AI. Ultimately, irrespective of the vertical, it is about deriving value from independent software applications participating in an ecosystem as one comprehensive solution. In his session at @ThingsExpo, Kausik Sridhar, founder and CTO of Pulzze Systems, will discuss how given the magnitude of today's applicati...
As popularity of the smart home is growing and continues to go mainstream, technological factors play a greater role. The IoT protocol houses the interoperability battery consumption, security, and configuration of a smart home device, and it can be difficult for companies to choose the right kind for their product. For both DIY and professionally installed smart homes, developers need to consider each of these elements for their product to be successful in the market and current smart homes.
In his session at 21st Cloud Expo, Raju Shreewastava, founder of Big Data Trunk, will provide a fun and simple way to introduce Machine Leaning to anyone and everyone. Together we will solve a machine learning problem and find an easy way to be able to do machine learning without even coding. Raju Shreewastava is the founder of Big Data Trunk (www.BigDataTrunk.com), a Big Data Training and consulting firm with offices in the United States. He previously led the data warehouse/business intellige...
We all know that end users experience the Internet primarily with mobile devices. From an app development perspective, we know that successfully responding to the needs of mobile customers depends on rapid DevOps – failing fast, in short, until the right solution evolves in your customers' relationship to your business. Whether you’re decomposing an SOA monolith, or developing a new application cloud natively, it’s not a question of using microservices – not doing so will be a path to eventual b...
Transforming cloud-based data into a reportable format can be a very expensive, time-intensive and complex operation. As a SaaS platform with more than 30 million global users, Cornerstone OnDemand’s challenge was to create a scalable solution that would improve the time it took customers to access their user data. Our Real-Time Data Warehouse (RTDW) process vastly reduced data time-to-availability from 24 hours to just 10 minutes. In his session at 21st Cloud Expo, Mark Goldin, Chief Technolo...
SYS-CON Events announced today that Avere Systems, a leading provider of enterprise storage for the hybrid cloud, will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 - Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Avere delivers a more modern architectural approach to storage that doesn't require the overprovisioning of storage capacity to achieve performance, overspending on expensive storage media for inactive data or the overbui...
Enterprises are adopting Kubernetes to accelerate the development and the delivery of cloud-native applications. However, sharing a Kubernetes cluster between members of the same team can be challenging. And, sharing clusters across multiple teams is even harder. Kubernetes offers several constructs to help implement segmentation and isolation. However, these primitives can be complex to understand and apply. As a result, it’s becoming common for enterprises to end up with several clusters. Thi...
In his general session at 21st Cloud Expo, Greg Dumas, Calligo’s Vice President and G.M. of US operations, will go over the new Global Data Protection Regulation and how Calligo can help business stay compliant in digitally globalized world. Greg Dumas is Calligo's Vice President and G.M. of US operations. Calligo is an established service provider that provides an innovative platform for trusted cloud solutions. Calligo’s customers are typically most concerned about GDPR compliance, applicatio...
Widespread fragmentation is stalling the growth of the IIoT and making it difficult for partners to work together. The number of software platforms, apps, hardware and connectivity standards is creating paralysis among businesses that are afraid of being locked into a solution. EdgeX Foundry is unifying the community around a common IoT edge framework and an ecosystem of interoperable components.