Most Retailers Have Made a Start, at Least, with Mobile

Mobile Site or App? Check

September 28, 2017

Many retailers have some form of mobile technology in place, including mobile sites and apps, according to a study conducted by BRP (Boston Retail Partners).

A large share of retail executives in North America surveyed said they have implemented a mobile site or mobile app. Fully 60% said they had implemented a mobile site, and of the remainder more than half expect to build one. Meanwhile, 53% have created a mobile app, and, again, more than half of the rest foresee building one.

Nearly two-thirds of the retailers in the study had revenues topping $1 billion.

Beyond mobile sites and apps, there seems to be less activity, and a number of technologies bypassed or overlooked.

For example, just 23% of respondents said they have implemented in-store mobile offers. More than four in 10 said it’s something they’ll work on within two years.

BRP also found that while retail execs have employed a variety of mobile technologies, across the board, they tended to say their efforts need improvement. 

The stakes are high.  Retail mcommerce sales will make up roughly one-third of total ecommerce in the US this year, according to eMarketer's latest estimates, and that share is expected to grow rapidly, surpassing 50% by 2021.