Retailers convinced by mobile but lack strategy – Marketing news – Marketing magazine.
New research claims that 87% of retailers are confident mobile shopping will have an impact within two years, but only 16% have a mobile strategy fully in place.
The research, conducted by Vanson Bourne for app developer Kony, surveyed 100 retail marketing and IT directors, and 1,000 consumers.
It concluded that shoppers favour the ease and cost savings of mobile shopping, while 42% of retailers surveyed believed mobile commerce was already having an impact on shopper behaviour.
Retailers were confident about the adoption of mobile, with 89% believing mobile will be as popular as ecommerce, which accounts for 10.5% of all retail sales.
However, only 16% had a mobile strategy fully in place, and a further 28% had no plans at all to implement one.
But overall, retailers expect to spend 21% of their campaign budget on mobile, with 10% already spending 40% to 50% of their budget on mobile.
Continues @http://www.marketingmagazine.co.uk