Retailers not ready for mobiles

Retailers not ready for mobiles

UK Retailers believe mobile commerce affects shopping at brick-and-mortar stores but few have a strategy in place.

PR firm, Johnson King, recently commissioned research from Vanson Bourne on behalf of mobile applications provider, Kony. The research investigated UK retailers’ views, strategy and approach to mobile commerce.  A sample of IT managers and commercial managers in UK retail organisations participated in the online survey.

The research found that 87% of retailers believe that mobile commerce is increasing in popularity among shoppers and this will affect shopping behaviour at physical stores within 2 years. However, less than one in five retailers surveyed reported having a mobile strategy fully in place, and almost a third of retailers have no plans to implement one at all. In addition, while 94% of retailers have their own website, only 18% stated they had a website appropriate for mobile access.

While just over half of respondents are considering mobile payments through near field communications (NFC) technology as part of their current or planned mobile strategy, respondents voiced concerns regarding the cost to implement this technology as well as actual customer demand. However, those respondents who are adopting this technology are doing so to give their organisations a competitive edge.

It appears from this research that few retailers currently have a complete mobile commerce strategy in place. With an expected impact on the brick and mortar business, retailers may well be forced to embrace mobile commerce or be left behind. Johnson King conducted a media campaign around the study results, both promoting the whitepaper and securing media interest and coverage on behalf of Kony.

Kony press release:

http://www.konysolutions.com/new-study-shows-retailers-are-unprepared-imminent-consumer-demand-mobile-commerce

Example media coverage: