Omnichannel retailing wins

Consumers are increasingly browsing and buying via mobile. It's not enough to have a good retail location and good merchandise assortment. An attractive, easy-to-navigate mobile site is necessary to win shoppers in today's omnichannel environment.

Apps are vital for branded products and retailers in this situation, yet consumers don't necessarily use the brand's apps for comparison pricing, instead choosing Amazon or another retailer's app. Also, consumers may scan or input item information to store via mobile and buy (in-store or via app) in the future.

According to a recent study of UK retail sites, Argos had the highest average monthly share of mobile visits in 2015, with a 76% share. The full top 10 list is:

• Argos   ...    76% share
• Boots   ...    75% share
• Next   ...      72% share
• Tesco   ...    71% share
• Curry's   ..   70% share
• Amazon ..   64% share
• Asos   ...     62% share [tied with Marks & Spencer]
• M&S  ...     62% share [tied with Asos]
• John Lewis 60% share
• eBay   ...     59% share