British heritage brand Burberry has been named the best mobile commerce retailer in the UK in a new report released by e-commerce agency Ampersand.
Entitled The Mobile Retail Report , the report ranks the mobile stores of 158 multi - channel UK retailers via a list of criteria created to gauge the overall customer experience and web experience. Criteria ranged from mobile speed, to easy to use check out processes and geo-location tools, which are all features that are applicable to specialist multi-channel retailers.
Burberry came in at the top of its ranking, with a total of 92 points out of 100. The luxury retailer is said to have excelled at offering customers the possibility of creating a wish list, geolocation, offering a persistent cart and store check in at a specific store in addition to having good form usability. Burberry lost points for have a slow mobile speed and requiring customers to log in to create a wishlist.
Jimmy Choo was the next best fashion retailer on the ranking, with a total of 88 points out of 100. However, not all luxury brands performed as well - Italian brand Prada was among the worst rankign mobile retailers, together with London department store Liberty, with scores of 25 and 17 out of 100 respectively. "Retailers that want to beat the competition should address how they help customers to browse, save and dip in and out of their site in an interrupted way," said Darryl Adie, managing director at Ampersand.
"Save or share basket options and wishlisting without requiring a complex sign-up are features that provide a useful and less frustrating visit to your mobile site...Regardless of whether your mobile site is a tool for information gathering rather than shopping, you should still make it as easy as possible for customers to complete a purchase on a mobile if they want to."
Photo: Burberry m-commerce, Ampersand