Dive Brief:

• Optimizing mobile is a top priority for retailers, with 53% saying they plan investments in responsive design, according to a preview of Chicago-based​ e-commerce consulting firm e-tailing group’s 6th Annual Mobile Shopping Survey, which was presented Thursday at the Mobile Research Summit: Data & Insights 2014 in New York.

• The survey found that consumers aren’t having ideal interactions with many brands on mobile: 33% said their overall user experience is excellent or good; 34% said customer service on mobile is excellent or good; and 28% say the shopping cart experience is excellent or good.

• The report also finds that less than half (45%) see mobile-only specials as very or somewhat important, while 75% want store locator capability, 67% want detailed product information, and 65% want inventory information or product location, among other priorities.

Dive Insight:

Retailers are officially playing catch-up in the world of m-commerce, now that mobile is obviously here to stay and no longer an exotic luxury, according e-tailing group president Lauren Freedman. The trick is finding ways for mobile platforms to work smoothly and efficiently while also being rich enough to provide customers what they expect, she said.

“It’s easier said than done,” she said. “It takes time and resources and the knowledge to understand how to do it.”