USA & UK: Skava, the leading provider of multi-touch point retail technology, announced that as part of a recent study, only half of the top 100 UK retailers have optimized their websites for mobile devices, compared to 100 percent of Top US retailers.
Skava, a pioneering mobile app company since 2002 headquartered in San Francisco has recently opened a European office in London, England to cater for its global client base, as well as to offer its solutions to European Retailers to address this gap in retail solutions.
Today, revenue from mobile accounts for over 1 percent of all online sales in Europe, but this is growing at a compound rate of 43.1 percent. Research firm Forrester estimates that by 2017, revenue from mobile will account for 6.8 percent or €19 billion in revenue (Forrester Research, Inc., EU Mobile Commerce Forecast, 2012 To 2017, July 2012).
“A number of factors encourage and inhibit the adoption of mobile commerce, consumer trust, the convenience and value proposition of mobile shopping, the ease of payment and the availability of products at the right price,” said Martin Gill, Forrester analyst. “European eBusiness executives in many countries have been slow to provide mobile-optimized experiences and these factors — both supply and demand — will continue to limit the opportunities (Forrester Research, Inc., EU Mobile Commerce Forecast, 2012 To 2017, July 2012).”
A smartphone user has a distinct set of expectations when browsing on a mobile device compared to how they interact with their desktop or even their tablet. Retailer’s websites which have not been optimized for tablet experience a far lower rate of conversion compared to one that has been specifically optimized for the device.
Retailers need to be able to respond quickly to the ever shifting digital landscape and influx of new devices, by making sure their e-commerce website is not only working properly but optimised for conversion across all devices, which a solution such as the SkavaONE platform provides.