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Drapers comment: There's no excuse for not having a mobile-optimised website

Is there anything more annoying than a website that doesn’t work properly on your phone? There are probably a few things, but it’s definitely up there with the best of them for me.

Whether it’s browsing (and subsequently draining my battery for the rest of the day) during my hour-long morning commute or having a quick scan while in the bath, my phone isn’t out of my hand much during my waking hours.

I wouldn’t say I’m an early adopter - based on past experience something like the Apple Watch is a year or so away for me - but I’m on my third iPhone, which probably means I’m in my sixth year of being smartphone enabled. So why, I ask myself on a reasonably regular basis, have retailers and many other firms failed to keep up?

There are countless times when it doesn’t load properly or the site won’t fit in my screen. Or you get that polite but intensely irritating “Oops there seems to have been a problem here” message.

During last week’s Drapers Digital Forum, a panel discussed the challenges surrounding mobile - and I fully understand that optimising a site for browsing on your phone is a complex process. But as Neil Sansom succinctly put it: “The customer doesn’t care how they interact with you, they just want it to work.”

Because if there is one thing we know about online shoppers, it is that we are a fickle bunch. And if your site doesn’t work properly how and when we want it, we’ll just find another that does.

Consumers want you to find the next thing and be ahead of the game, so that means backing investment in all kinds of things like from shoppable video to virtual fit technology. If it becomes the next big consumer trend and you’re not on top of it, you’ll definitely be left behind.

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