A survey of 156 retail executives reveals that mobile devices and apps significantly impact customer loyalty, sales conversion, and operational margins. While 75% predict positive effects on business results over the next three years, only one-third consider themselves leaders in mobile technology adoption. Many retailers acknowledge lagging behind their omnichannel competitors despite recognizing the importance of creating a seamless mobile shopping experience.

1. Merchants on the move
Retailers face mobile shoppers
Source: The new retail: From mobile aspirations to business results.
EIU survey of 156 executives; sponsored by AT&T

2. Mobile transforms retail for shoppers and store staff
Positive impact of mobile devices and apps
Customer loyalty metrics
Traffic to sales conversion
Traffic volume
Store operating margins
Seasonal/peak demand management
52%
0% 20% 40% 60% 80%
Source: The new retail: From mobile aspirations to business results.
EIU survey of 156 executives; sponsored by AT&T
64%
64%
50%
66%

3. Mobile features draw in shoppers
Retail marketers say most shoppers have a positive response
0 10 20 30 40 50 60 70 80
Mobile coupons
Geo-targeted promotion
Product-search apps
Mobile payment apps
Social media integration
Mobile-video ads
E-mail communication
Store locator apps
Source: The new retail: From mobile aspirations to business results.
EIU survey of 156 executives; sponsored by AT&T
72%
69%
66%
59%
57%
57%
75%
74%

4. Mobile change will affect business results
Will it have a positive or negative impact over the next 3 years?
The company’s bottom line
Positive
No effect
Negative
75% Don’t know
Source: The new retail: From mobile aspirations to business results.
EIU survey of 156 executives; sponsored by AT&T
18%
The customer experience
Positive
No effect
Negative
82% Don't know
14%

5. Mobile changes haven’t peaked yet
How will mobile use change behaviors over the next three years
25%
22%
0 20 40 60
Source: The new retail: From mobile aspirations to business results.
EIU survey of 156 executives; sponsored by AT&T
Major change
Moderate change
Minor change
No change
Don't know
Among employees
Among shoppers
30%
42%
35%
27%
8%
5%

6. But from theory to practice, something got lost
Of retailers say it’s at least
“moderately important” to deploy
mobile devices to create an
omnichannel experience. But
only a third would call themselves
leaders or early adopters of
mobile technologies
84%
Source: The new retail: From mobile aspirations to business results.
EIU survey of 156 executives; sponsored by AT&T

7. Many still feel they lag their omnichannel rivals
How would you rate your company’s success in developing an omnichannel experience?
Somewhat above average
On par with peers
Somewhat below average
Well above average
Don’t focus on developing
Well below average
0% 5% 10% 15% 20% 25% 30% 35%
Source: The new retail: From mobile aspirations to business results.
EIU survey of 156 executives; sponsored by AT&T
28%
19%
5%
14%
6%
29%

8. Check out more insights, research and viewpoints from marketing
leaders and The Economist Group’s experts on Lean back.
To download the full report, “The
new retail: From mobile aspirations
to business results” go to
http://bit.ly/1CnAvM5
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