Dive Summary:
- According to ForeSee's Mobile Satisfaction Index: Holiday Retail Edition, 70% of holiday shoppers used a mobile phone while shopping in a retail store; 62% of those used the store's site or app while 37% used a competitor's site or app.
- While Amazon topped the Mobile Satisfaction Index with a score of 85, Larry Freed, president and CEO of ForeSee, said that retailers need to integrate the mobile and in-store experience so that consumers will use a retail store's site or app instead of Amazon's.
- After Amazon the top performers on ForeSee's Mobile Satisfaction Index were Apple (83 points), QVC (83), NewEgg (80) and Victoria's Secret (80); the most improved retailers were Target (up 5 points since last year), Victoria's Secret (up 5) and Barnes & Noble (up 4).
From the article:
"... 'The idea that everyone is going to be looking at Amazon’s app when they are in Target and Walmart is proving out not to be true and I think retailers need to continue to focus on providing a great integrated experience between that phone and that retail environment so that there is a value add for a consumer when they are in Target to go to Target’s app or site instead of going to Amazon’s,' said Larry Freed, president/CEO of ForeSee, Ann Arbor, MI. ..."