Prestige retailers are largely failing to keep pace with developments and consumer demand for mobile shopping capabilities, a new study from New York research firm L2 suggests.
In a ranking of 100 well-recognized fashion, beauty, hospitality, watch and jewelry, and retail brands, nearly half were deemed “feeble” in their efforts. Only two-thirds of indexed brands have mobile-optimized sites, and yet a full third of those don’t allow consumers to shop from those sites, L2 noted. Many also fail to provide the full range of content available on their desktop sites, including product search and user ratings, to mobile audiences.
(As bad as those numbers sound, those in the study may be well ahead of the curve. Jesse Haines, group marketing manager for Google Mobile Ads, told Mashable that a survey of major advertisers in early 2011 found only 21% had launched a mobile site at the time.)
The survey also notes that app investment for the segment is dismal. While 70% of brands have apps, the study charges that these have been “blind investments in iOS apps that lack utility and ‘stickiness.’” (We largely agree.) Of these, less than a third are commerce-enabled, and few take advantage of the unique functionality offered by smartphones, such as notifications, cameras and geolocation.