American consumers are becoming ever-more demanding and impatient when using mobile devices, with 65% saying they most value an easy-to-use experience and the fast loading of pages and images when visiting a retailer's mobile site, according to a study by cross-channel optimization firm Maxymiser.
The 'Mobilizing the Retail Shopping Experience' study examined the role that mobile devices play in the retail shopping experience, shedding light on both the value and rewards that retailers can reap by delivering a more personalised, relevant and intuitive customer experience on mobile devices.
A poor customer experience on mobile devices can be detrimental to a retailer's bottom line. 39% of respondents stated they would leave and visit a competitor's mobile site, and never return, as a result of a "poor" user experience. On top of that, 23% would return less often following a poor experience.
Mobile devices complement in-store retail shopping. There is no longer a clear delineation between in-store and mobile retail shopping, as mobile savvy consumers multi-task throughout the day. Some 58% of respondents said they use their smartphone or tablet on the way to a retail store or while shopping in-store.
"If there's one thing we know for sure, it's the importance and value of testing and personalising the customer experience across all devices," explained Paul Dunay, global vice president of marketing for Maxymiser. "This research points to a clear shift in consumers' mobile behaviour as well as an urgency among retailers to move mobile optimization to the top of their digital marketing priorities. Every moment they delay can result in a huge windfall not only in customer engagement and loyalty, but also in revenue."