The Retailers Who Don't Buy into Mobile Commerce
It appears that some retailers don’t yet accept many aspects of mobile commerce.
While research studies generally identify viewpoints to help forecast where something is going, they also illustrate minority viewpoints, since it’s beyond rare that everyone agrees on everything.
In a study I wrote about yesterday, (Holiday Shopping & the Rise on Mobile Commerce) I pointed out that the majority of retailers are expecting higher sales this holiday season with many looking at mobile as a significant revenue source.
I’ve since spent time going through some of the details in the 2013 Holiday Research Survey conducted by the e-tailing group for Baynote and thought it might be interesting to look at how many retailers are not on board the mobile commerce train.
For example, almost a fourth (22%) disagree that mobile’s influence will drive renewed in-store interest with revenue following suit.
For the coming holiday season, more than a third (38%) say that mobile will not be a significant part of their revenue.
Almost one in 10 (8%) of retailers anticipate no revenue coming from the mobile channel.
While the sample size of 77 retailers surveyed is not large, the negative mobile view could be an indicator that some are not yet buying in, for which there could be various reasons.
“They may not be there yet,” said Lauren Freedman, president of the e-tailing group. “They may not yet know how to do it best.”
Whatever the reasons, consumers at a number of retailers this holiday season will not see any mobile-related activities that may influence their shopping behavior.
When it comes to testing, 17% of retailers plan none and 12% will make no investment in testing this year. An even larger number (57%) plan no investment in alternative payment methods, such as digital wallets.
Promotions that retailers will not include as part of their holiday plan:
- 40% -- Mobile promotions
- 12% -- Coupons
- 73% -- Rewards points
- 18% -- Flash sales, limited time promotions
- 19% -- Other incentives
We’ll have to see where these retailers end up long term.