The Iconic named Australia’s ‘best mobile retailer’

Internet Retailing

23rd Feb 2016

The Iconic offers Australia’s best mobile shopping experience, according to a new report from global software provider, Episerver.

The 2015 Episerver Mobile Commerce report ranked Australia’s top 20 online retailers on their use of mobile marketing and e-commerce strategies.

The benchmark, which consisted of 50 different ranking criteria, reflects the evolving demands of consumers, as identified in a survey of more than 1000 Australian smartphone and tablet users. These include location-based tools, omnichannel experiences such as click and collect, direct lines to contact customer services from within apps, and social sharing.

The Iconic topped the Australian retailer table with a score of 66 per cent, followed closely by Kogan (65 per cent) and OzSale (57 per cent).

The Iconic scored highly thanks a consistent mobile strategy across its Android and iOS apps, as well as its mobile site, with user involvement features such as advanced product search and a customisable wish list function.

Kogan had the highest scoring mobile website, while Catch of the Day took first place for the best iPad application.

Other businesses did less well, with the average score across all 20 retailers working out at 34 per cent. This was significantly lower than the scores of other countries surveyed by Episerver, with Australia falling behind both the UK and US for overall mobile experience.

“Given the boom in mobile and tablet adoption across the region, it’s a shame to see so many Australian retailers still not maximising the use of these technologies to benefit their businesses,” said David Bowen, director of product management for commerce at Episerver.

“Of the 20 retailers benchmarked, nearly half did not offer any mobile or tablet applications across both Android and iOS, dragging the average score down significantly across the region.

“For those that did develop mobile apps, the top performing retailers have demonstrated their ability to meet the evolving demands of consumers, offering added value features that mix clicks with bricks, personalised content and a consistent, quality experience to every user, regardless of the device and platform.”

The full report can be downloaded here for free.