Department store John Lewis has topped a new mobile commerce chart from content management software company EPiServer.
John Lewis fended off competition from 19 other retailers with a score of 75%, which was pinned to a good strategy on its Android, iOS and mobile site.
‘Double tap to zoom’ on product images, an in-store crossover feature in the form of a barcode scanner and a location-enabled store finder were all highlighted as great user experience features.
Overall fall in mobile score
In the Mobile Commerce 2014 report, EPiServer describes how some of the UK’s big-name retailers are still struggling to deliver an intuitive mobile experience for consumers. Last year’s 55% average score has dropped to 47% this year.
Although there has been a decrease, David Bowen, Commerce Product Manager at EPiServer, explained that the scoring criteria now involves more than just doing the basics well.
“Smartphone and tablet ownership is increasing and retailers face a big challenge in meeting the rising expectations of this growing group of mobile-savvy consumers,” Bowen said.
“The top performing retailers in 2014 are meeting these demands, offering added value features that mix clicks with bricks, personalised content and a consistent, quality experience to every user regardless of the device and platform.”
Poor retail performers
On the other end of the scale, based on this study, Thomas Cook is struggling to implement a cohesive mobile strategy and was awarded with a measly 8% total. The big surprise, though, is Apple with its total score of 16%, which left the tech giant lying in 19th place.
While Apple did well with its iPhone app, coming second only to John Lewis, it was let down by a lack of Android app and Android tablet app, leaving the retailer with scores of 0% for each.
The top five retailers from EPiServer’s study are below:
- 1. John Lewis – 75%
- 2. Argos – 72%
- 3. Amazon UK – 71%
- 4. Amazon.com – 70%
- 5. Debenhams – 69%