Acquity Group Releases eCommerce Audit
Dec 07, 2012 (Close-Up Media via COMTEX) --
AcquityGroup, an eCommerce and digital marketing company, announced the results of its inaugural 2012 Brand eCommerce Audit, which evaluates Interbrand's Best Retail Brands 2012 on customer engagement across digital channels.
According to a release, 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 percent), featured products (85 percent), customer reviews (63 percent) and contact forms (54 percent).
Less than half (44 percent) 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 98 percent have email opt-in options on big browser, a mere 34 percent support this feature on mobile.
The study also found only one in ten 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 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 and Body Works, Big Lots, Tractor Supply and Rent-A-Center were retailers on Interbrand's list without a mobile presence.
Brands received high marks overall for their big browser presence. More than 90 percent of retailers offer email opt-in (98 percent), contact form (94 percent), featured products (98 percent), product images (96 percent), site search (98 percent) and store locator (94 percent) 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 features on their big browser sites, including chat (24 percent), pick up and returns in-store for online purchases (36 percent) and the ability to check on-location inventory (30 percent). 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 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 and 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."
Acquity Group is a marketing company.
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