Throughout London Fashion Week, leading designers and retailers campaigned with m-commerce innovation.
New study results released during London Fashion Week showed that mobile fashion retail is stronger than ever before. Retailers and top design labels are using m-commerce innovation to improve the consumer experience.
The study was published in the 2017 Mobile Retail Report by Ampersand, a benchmarking report.
The purpose of the report is to rank and compare top high street brands in terms of their mobile fashion retail experience offerings. This includes everything from mobile website features to overall usability. Among the different criteria considered in order to assign the ranking were: mobile page speed, touch payments, placement of primary store locator option, geolocation function, faceted navigation, mobile web form usability, product zoom, mobile website based inventory checking at brick and mortar locations, and the availability of feature allowing for the later completion of various tasks, for instance saving shopping cart contents and creating wish lists.
The researchers named Burberry, Oasis, Warehouse and House of Fraser among the top mobile fashion retail brands.
The retailers ranked as most improved in mobile commerce offerings included Liberty, MiuMiu, Craghoppers and Asics. On the other hand, the brands rated at the very bottom among all the companies considered were: Laithwaites, Kiddicare, Dunnes Stores and Nespresso. They were the retailers deemed to have the largest room from improvement from their current offerings.
Ampersand has been working in a partnership with YouGov in order to better understand retailer m-commerce offerings as well as how consumers use their mobile devices for various activities throughout the shopping journey. YouGov conducted a consumer survey repeating previous research published in 2015. The new research was conducted in order to be able to compare today’s performance with that of two years ago.
What they found was that consumers are far more comfortable with mobile fashion retail shopping. It determined that since 2015, there has been a 22 percent increase in the number of consumers who purchased a product using a mobile device. There was also a 19 percent increase in the number of consumers researching products they intended to purchase in-store at a later date. Seventeen percent more had looked up a retailer’s hours and/or location and 14 percent more had used a smartphone for m-commerce purposes at least once monthly.