Burberry is the best mobile commerce retailer in the UK, according to research by ecommerce agency Ampersand.
The Mobile Retail Report rates the mobile offering of 158 British retailers using a number or criteria designed to assess the customer experience. These include whether the website is optimised for mobile and page loading speed.
It placed Burberry at the top, while Jimmy Choo was the next best placed fashion retailer – at number four.
Luxury brand Prada was the second worst-rated retailer on the list, and London department store Liberty was eighth from the bottom. Consideration went beyond the performance of the sites themselves took into account how they support multichannel shopping. Companies were marked down for not showing stock availability (33%) and even actively hiding the location of stores (23%).
“Retailers need to understand how consumers use mobile as part of the shopping journey and what will influence the user to purchase,” said Ampersand managing director Darryl Adie.
“Looking at mobile sales revenue in isolation isn’t a fair reflection of how mobile is used in the shopping journey. Retailers need to recognise this when developing their mobile commerce site.”