News

Survey: Retailers focusing on mobile site optimization and in-store technologies

BY Marianne Wilson

DENVER, Colo. — Retailers remain conservative when it comes to financial investments in mobile and tablet initiatives despite the industry buzz, according to a survey by Shop.org and Forrester Research.

In the "2012 State Of Retailing Online" survey, 50% of the retailers surveyed said they spent less than $100,000 on smartphone investments in 2011, and 74% spent the same on tablet initiatives. One year later, the numbers remain conservative, but companies are increasing their investments: On average retailers plan to invest $207,000 in 2012, compared with an average of $55,000 spent in 2011.

"It’s easy to forget that mobile retailing is still in its infancy, and unlike what we saw with e-commerce 10 short years ago, mobile is almost entirely consumer-driven," Shop.org executive director Vicki Cantrell said. "As mobile grows, so too will retailers’ investments in technologies that make sense for their shopper, but to get to that level of commitment, retailers must first take smart, calculated steps to maximize the mobile shopping experience both now and in the future."

The survey also found that more retailers have entered the playing field over the last year. In fiscal year 2011, 18% of those surveyed said their company made no investment in tablet initiatives and 14% said the same for smartphone initiatives. In 2012 only 9% of companies said they will make no investments for tablet or smartphones.

The report finds that, as part of their mobile investments, retailers also are focusing on in-store technologies, such as mobile point-of-sale and perfecting site optimization features for smartphone- and tablet-touting shoppers. According to the survey, 45% of companies already have or are planning to implement e-receipts in their stores in the next two years, and 57% said they have or will have mobile point-of-sale options for their stores within the next two years.

With the majority of retailers’ Web traffic coming from Web browsers, even when a mobile app exists and is promoted, retailers are focusing on mobile site optimization features as a more cost-effective solution than building apps. Six-in-10 (60%) companies surveyed said they have a special mobile site that is optimized for Web browsers.

When asked what their company’s greatest internal challenges are as they relate to deploying and managing their mobile initiatives, the answers run deep. Six-in-10 (60%) said their business objectives for mobile initiatives are unclear and another 4-in-10 (40%) said a lack of experience in other areas such as designing for smartphone and tablet formats are presenting challenges.

Additionally, 36% said obtaining adequate budget for mobile initiatives, including staff, is a top concern.

"While consumers are rapidly adopting smartphones and tablets, and there is no shortage of companies eager to provide mobile offerings to retailers," Forrester Research VP and principal analyst Sucharita Mulpuru said. "Retail executives are taking a measured view of the immediate benefits of these efforts — in part because of the myriad of challenges that must be considered when investing in mobile for their company."

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

Polls

Which area of the industry do you think Amazon’s entry would shake up the most?
News

Meijer’s Simply Give Week garners more than $400K in donations

BY Allison Cerra

GRAND RAPIDS, Mich. — Meijer’s Simply Give Week garnered more than $145,000 in donations from its customers. The effort, combined with the commitment from Meijer to double all donations made Sept. 2 to 8, brought the week’s total donation to $437,400, Meijer co-chairman Hank Meijer said.

Meijer launched Simply Give Week to support Hunger Action Month in September and highlights its continuing commitment to hunger relief.

"We were hoping Simply Give week would generate excitement to help support our food pantry partners, and our customers and team members supported us in a big way," Meijer said. "This week’s donation far surpassed our single most successful week of $60,000 in donations. The great generosity of our customers and team members is a source of inspiration for all of us. We cannot thank them enough."

Although the double match has concluded, customers can still donate to the fall Simply Give campaign, which runs through Oct. 6.

"This is a huge win for our food pantry partners, who aggressively engaged the community to help every $10 donation stretch even farther," Meijer EVP retail operations Janet Emerson said. "It’s very rewarding to work with so many food pantries whose dedication to food-giving is unwavering."

Meijer donates more than 6% of its net profits each year to a variety of charitable organizations, including food pantries through Simply Give. The Simply Give program runs three times each year for approximately 10 weeks.

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

Polls

Which area of the industry do you think Amazon’s entry would shake up the most?
News

PepsiCo announces executive changes

BY Allison Cerra

PURCHASE, N.Y. — PepsiCo announced that its current president is resigning from his post.

The company said John Compton, a 30-year company veteran, will be leaving PepsiCo to serve as CEO of Pilot Flying J Oil, a chain of truck stops in the United States and Canada. Replacing Compton is PepsiCo Europe CEO Zein Abdalla. Abdalla will be responsible for overseeing PepsiCo’s global category groups (global beverages, global snacks and global nutrition), global operations (IT, global procurement, supply chain and productivity), global marketing services and corporate strategy. Working with the geographic business units, Abdalla’s team will drive innovation and brand building while significantly reducing the overall cost structure of the company.

Replacing Abdalla as PepsiCo Europe CEO is Enderson Guimaraes, who has served as president of PepsiCo’s global nutrition group since 2011. Guimaraes’ replacement will be announced in the coming weeks.

The personnel changes announced are effective immediately. Abdalla will be based in Purchase, N.Y.; Guimaraes will be based in Geneva.

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

Polls

Which area of the industry do you think Amazon’s entry would shake up the most?