Satisfactory Mobile Shopping Experience Doesn’t Guarantee Repeat Sales
Worthington, OH—April 1, 2013
As retailers address the challenges of omni-channel retailing in today’s increasingly mobile environment, it seems that some of the biggest names in brick and mortar retailing are perhaps doing something right, according to Prosper Insights & Analytics™.
Among mobile users, more than a quarter have used their mobile device to shop at Walmart (28.9%) and Target (27.7%) and just over 1 in 5 (22%) have shopped Best Buy. All three receive positive reviews regarding mobile shopping experience. 83.4% of mobile users who’ve shopped Target’s mobile site rate their overall experience as either good or excellent. 71.9% of those who’ve shopped Walmart and 69.2% of Best Buy mobile shoppers say the same.
However, the analysis went a step further to apply the Net Promoter Score* to see if mobile shoppers were likely to recommend the respective sites to a friend or colleague. By employing this methodology, you can evaluate the strength of the retailer’s mobile site image as well as loyalty to that particular site. This becomes especially interesting in light of Best Buy’s recent challenges with “showrooming.”
Of the three, Target is the only mobile site to receive a positive score (NPS = 11.3%). Both Best Buy and Walmart have negatives scores of -1% and -19.8%, respectively.
“These findings suggest that a satisfactory mobile experience in itself doesn’t necessarily lead to retailer advocacy,” said Pam Goodfellow, analyst for Prosper Insights & Analytics™. “As mobile continues to grow, omni-channel retailers are increasingly challenged with converting their ‘shoppers’ into ‘buyers’ – and winning a repeat visit. Delightful experiences, consistent messaging, and excellent service delivered through all channels are paramount when building this sought-after, loyal customer base.”
For the complimentary report and access to the Prosper Mobile InsightCenter™, visit www.ProsperMobile.com. Once you’ve logged in, the report is posted under the “Insights” tab.
These insights derive from the February Mobile Survey, conducted by Prosper Mobile Insights™. The survey included 341 smartphone and tablet users from the uSamp Mobile Panel who completed the survey on their devices. Margin of error is +/- 5.4% at a 95% confidence level.
*Net Promoter, NPS and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld
Prosper Insights & Analytics™
Prosper Insights & Analytics provides advanced business intelligence using sophisticated analytical software to examine big datasets and provide answers to executives via its cloud-based InsightCenter™ platform powered by Prosper Technologies™. By integrating a variety of data including economic, behavioral and attitudinal data, Prosper Insights & Analytics delivers insights for executive decision making. Further, it is continually identifying unique insights through analytics to enable marketers to make knowledge-based decisions rather than relying on intuition. To learn more: www.ProsperDiscovery.com
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