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
foresee.com