Fashion retailers are in the lead on m-commerce innovation

By

Barbara Santamaria

Published
Sep 18, 2017

Fashion brands including Burberry, Oasis, Warehouse, House of Fraser and Karen Millen have been praised for their mobile web experience by a new report.

According to Ampersand’s 2017 Mobile Retail Report, fashion companies are leading the way in mobile innovation, ahead of department stores, general stores, supermarkets and specialist retailers.

The company surveyed 187 retail companies and gave them scores based on their mobile website usability and services such as touch payments, speed, location of store locator, keyboard inputs, store stock check, product zoom, geolocation and more.  

It identified the best and worst performing multichannel retailers in the UK, with top retailers being led by Burberry leading the top retailers (with a score of 93/100) for the second year running.

Other top performers included House of Fraser (89/100), Oasis (89/100), Warehouse (89/100), Karen Millen (85/100), Snow + Rock (79/100), Victoria’s Secret (79/100), Kurt Geiger (79/100) and Topshop (79/100).

Meanwhile, British luxury brand Smythson (21/100), The Fragrance Shop (18/100) and Barbour (14/100) were among the companies with the lowest scores.

Ampersand highlighted Liberty, Miu Miu, Craghoppers and Links of London for their improvement.

“The mobile channel is continuing to grow. Retailers not optimising their mobile websites in ways that matter are most certainly losing potential sales. With these reports, we’re not saying that each mobile website needs to be exactly the same in order to be good, but there are technical standards that must be upheld if you want to drive sales on mobile,” said Darryl Adie, managing director, in the report.