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ForeSee Experience Index (FXI): 2013 U.K. Retail Mobile Edition
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ForeSee Experience Index (FXI): 2013 U.K. Retail Mobile Edition


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  • 1. WHY U.K. RETAILERS NEED TO ADDRESS MOBILE CUSTOMER SATISFACTION SATISFACTION IS A POWERFUL PREDICTOR OF LOYALTY AND SALES Extensive research, by ForeSee and many others, consistently shows that a good and satisfying customer experience leads directly to better loyalty, higher sales, stronger brand preference and a greater propensity to recommend. Satisfaction analysis can also help company leaders pinpoint exactly where to focus their improvement strategies. SMARTPHONE AND TABLET PENETRATION IS RAPIDLY MATURING According to one prediction, 2014 will see smartphone penetration reach 75% of the U.K. population.1 15% GROWTH AND MOBILE IS INCREASINGLY THE DRIVING FORCE BEHIND DIGITAL SALES GROWTH And another analysis shows that traditional website-based sales growth stagnated in the first half of 2013, with mobile alone responsible for the 15% growth in U.K. digital BUT IT’S EVEN MORE IMPORTANT THAN THAT While mobile is growing fast as a direct sales channel, its influence is far wider than this alone. Our research indicates that its use as a research medium — at home, in-store or on the move — before a purchase is made gives it a disproportionate influence in terms of driving company revenues across all channels. U.K. RETAILERS HAVE A BIG CHALLENGE TO OVERCOME The ForeSee research showcased in this report shows a highly significant gap in customer satisfaction between the top U.K. mobile sites shoppers interact with and their traditional website equivalents. 2013 CUSTOMER SATISFACTION IN THE U.K. 77 1 eMarketer, June 2013: “UK Mobile Users: 2013 Forecast and Comparative Estimates” 2 73 Mobile satisfaction is lagging by a massive four points on our 100-point scale. That’s very dangerous for retail brands — and it needs addressing: ►►Measure satisfaction to properly understand consumer wants and needs. ►►Ask them what they want from you to drive an improved mobile experience. ►►Deploy resources to improve the mobile experience, and watch revenues grow across all channels. IMRG and Capgemini, September 2013: IMRG Capgemini eRetail Sales Index CUSTOMER EXPERIENCE ANALYTICS