Travel slow to develop seamless cross-channel shopping, finds research

The travel sector is behind other retailers when it comes to offering customer a seamless shopping experience across multiple devices, according to research by Ampersand Commerce.

The research found that around 72% of UK retailers have multiple mobile presences, but overall a third are failing to offer consumers an integrated cross platform service.

In travel only 33% of retailers in the travel sector provide a seamless experience, whereas 89% of department stores have invested in cross-channel integration.

Ampersand Commerce said this means shoppers are not able to place an item in their online shopping basket and continue the same shopping session via a mobile device.

Darryl Adie, managing director at Ampersand Commerce, said: “Mobile traffic is still the biggest growth channel for most retailers and is critical to a seamless customer experience.

“Without integration across all channels, retailers are missing a big opportunity to grow revenues and drive brand loyalty.

“Investing in mobile commerce is now critical in all sectors, retailers that haven’t made the jump will continue to feel the pressure from competitors as consumers continue to demand more joined-up interactions.

“The most successful retailers are creating and maintaining a consistent, high quality experience for customers, no matter the channel.”

The research found very few retailers rely solely on one mobile platform – 16% only have a mobile website while 12% only have an app.

Out of the top 100 UK retailers only one – Superdrug – is yet to have a mobile web or app presence.

Ampersand Commerce cited IMRG Capgemini e-Retail Sales figures which showed mcommerce grew by 81% year on year from December 2012 to December 2013.

IMRG data that also suggests 58% of online shoppers abandoned their cart before purchasing in 2012.

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