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 general session at 19th Cloud Expo, Manish Dixit, VP of Product and Engineering at Dice, discussed how Dice leverages data insights and tools to help both tech professionals and recruiters better understand how skills relate to each other and which skills are in high demand using interactive visualizations and salary indicator tools to maximize earning potential. Manish Dixit is VP of Product and Engineering at Dice. As the leader of the Product, Engineering and Data Sciences team at D...
More and more companies are looking to microservices as an architectural pattern for breaking apart applications into more manageable pieces so that agile teams can deliver new features quicker and more effectively. What this pattern has done more than anything to date is spark organizational transformations, setting the foundation for future application development. In practice, however, there are a number of considerations to make that go beyond simply “build, ship, and run,” which changes how...
SYS-CON Events has announced today that Roger Strukhoff has been named conference chair of Cloud Expo and @ThingsExpo 2017 New York. The 20th Cloud Expo and 7th @ThingsExpo will take place on June 6-8, 2017, at the Javits Center in New York City, NY. "The Internet of Things brings trillions of dollars of opportunity to developers and enterprise IT, no matter how you measure it," stated Roger Strukhoff. "More importantly, it leverages the power of devices and the Internet to enable us all to im...
"We are the public cloud providers. We are currently providing 50% of the resources they need for doing e-commerce business in China and we are hosting about 60% of mobile gaming in China," explained Yi Zheng, CPO and VP of Engineering at CDS Global Cloud, in this SYS-CON.tv interview at 19th Cloud Expo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
Whether your IoT service is connecting cars, homes, appliances, wearable, cameras or other devices, one question hangs in the balance – how do you actually make money from this service? The ability to turn your IoT service into profit requires the ability to create a monetization strategy that is flexible, scalable and working for you in real-time. It must be a transparent, smoothly implemented strategy that all stakeholders – from customers to the board – will be able to understand and comprehe...
"Once customers get a year into their IoT deployments, they start to realize that they may have been shortsighted in the ways they built out their deployment and the key thing I see a lot of people looking at is - how can I take equipment data, pull it back in an IoT solution and show it in a dashboard," stated Dave McCarthy, Director of Products at Bsquare Corporation, in this SYS-CON.tv interview at @ThingsExpo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
In IT, we sometimes coin terms for things before we know exactly what they are and how they’ll be used. The resulting terms may capture a common set of aspirations and goals – as “cloud” did broadly for on-demand, self-service, and flexible computing. But such a term can also lump together diverse and even competing practices, technologies, and priorities to the point where important distinctions are glossed over and lost.
What happens when the different parts of a vehicle become smarter than the vehicle itself? As we move toward the era of smart everything, hundreds of entities in a vehicle that communicate with each other, the vehicle and external systems create a need for identity orchestration so that all entities work as a conglomerate. Much like an orchestra without a conductor, without the ability to secure, control, and connect the link between a vehicle’s head unit, devices, and systems and to manage the ...
All clouds are not equal. To succeed in a DevOps context, organizations should plan to develop/deploy apps across a choice of on-premise and public clouds simultaneously depending on the business needs. This is where the concept of the Lean Cloud comes in - resting on the idea that you often need to relocate your app modules over their life cycles for both innovation and operational efficiency in the cloud. In his session at @DevOpsSummit at19th Cloud Expo, Valentin (Val) Bercovici, CTO of Soli...
Complete Internet of Things (IoT) embedded device security is not just about the device but involves the entire product’s identity, data and control integrity, and services traversing the cloud. A device can no longer be looked at as an island; it is a part of a system. In fact, given the cross-domain interactions enabled by IoT it could be a part of many systems. Also, depending on where the device is deployed, for example, in the office building versus a factory floor or oil field, security ha...
Amazon has gradually rolled out parts of its IoT offerings in the last year, but these are just the tip of the iceberg. In addition to optimizing their back-end AWS offerings, Amazon is laying the ground work to be a major force in IoT – especially in the connected home and office. Amazon is extending its reach by building on its dominant Cloud IoT platform, its Dash Button strategy, recently announced Replenishment Services, the Echo/Alexa voice recognition control platform, the 6-7 strategic...
"Qosmos has launched L7Viewer, a network traffic analysis tool, so it analyzes all the traffic between the virtual machine and the data center and the virtual machine and the external world," stated Sebastien Synold, Product Line Manager at Qosmos, in this SYS-CON.tv interview at 19th Cloud Expo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
Without a clear strategy for cost control and an architecture designed with cloud services in mind, costs and operational performance can quickly get out of control. To avoid multiple architectural redesigns requires extensive thought and planning. Boundary (now part of BMC) launched a new public-facing multi-tenant high resolution monitoring service on Amazon AWS two years ago, facing challenges and learning best practices in the early days of the new service. In his session at 19th Cloud Exp...
Everyone knows that truly innovative companies learn as they go along, pushing boundaries in response to market changes and demands. What's more of a mystery is how to balance innovation on a fresh platform built from scratch with the legacy tech stack, product suite and customers that continue to serve as the business' foundation. In his General Session at 19th Cloud Expo, Michael Chambliss, Head of Engineering at ReadyTalk, discussed why and how ReadyTalk diverted from healthy revenue and mor...
As data explodes in quantity, importance and from new sources, the need for managing and protecting data residing across physical, virtual, and cloud environments grow with it. Managing data includes protecting it, indexing and classifying it for true, long-term management, compliance and E-Discovery. Commvault can ensure this with a single pane of glass solution – whether in a private cloud, a Service Provider delivered public cloud or a hybrid cloud environment – across the heterogeneous enter...