John Lewis leads UK m-commerce

Warc, 27 June 2014

LONDON: John Lewis, the department store chain, has been named the top retailer in the UK for providing the best mobile shopping experience, according to a new survey of the country's top 20 retailers.

The findings are based on responses from 1,000 UK mobile shoppers about how retailers performed across mobile sites, plus Android and iOS apps on mobile devices, and published in the Mobile Commerce 2014 report produced by Swedish digital marketing firm EPiServer.

Now in its third year, the survey explored whether retailers offered omnichannel experiences, such as click and collect, personalised content, location-based tools, a direct line to customer services as well as social following and sharing opportunities.

John Lewis emerged as the top performer with a benchmark score of 75%, compared with an overall average of 47%, although it was closely followed by Argos (72%), Amazon UK (71%), Amazon.com (70%) and Debenhams (69%).

Some other retailers also performed well to meet EPiServer's tougher criteria for this year's report – the average benchmark score was 55% in 2013 – and these included Tesco (67%), Your M&S (65%) and Next (60%).

Currys, the electrical goods retailer, was also mentioned because its mobile site received the best score of all 20 retailers, although it was not rated as an overall performer because EPiServer said it had "a lack of any apps".

David Bowen, commerce product manager at EPiServer, praised those retailers that provided "the innovative little touches that make the biggest difference".

He highlighted the "double tap to zoom" feature at John Lewis as a good example of innovation, but also recognised Asda's location-based service to provide petrol prices at the nearest store on its app home screen, and ASOS for its editorial content.

"In order to differentiate themselves and gain competitive advantage in what is now a mobile first industry, retailers must connect with commerce and personalise the experience for a diverse, and growing, group of consumers," he said.

John Lewis is no stranger to marketing accolades. A case study of its high-profile Christmas advertising - Making the nation cry...and buy - won the prestigious Grand Prix at the IPA Effectiveness Awards.

Data sourced from EPiServer; additional content by Warc staff