The Retail and Tablet Disconnect
Anyone that reads knows the value of the mobile device known as the tablet. It is outperforming the smartphone when it comes to shopping, as stated in every digital platform on the internet. What is interesting, or should I say disappointing, is that so many retailers are dragging their feet to adapt to the mobile revolution.
In an article today on the gap between retail and mobile, it is clearly evident that there is a disconnect in thinking about retail and tablet usage at checkout.
Based on the findings in“Mobile & Tablet e-Commerce: Is anyone really ready?” fewer than one-third of retailers have optimized sites for tablet commerce. “Most are simply relying on their standard websites to provide an “adequate enough” tablet shopping experience,” the report reads.
What gives? Surely CMO’s at the major retail giants have it in their power to adapt, or don’t they? As a mini-marketing agency, I know the value of the digital revolution. What I fail to understand is the inability for retailers to not want to hurry up the conversion in thinking. This revolution is well underway, and unless they make the change, sales will go to those that embrace the digital platform to get through the checkout electronically.
As stated by W. Sean Ford, COO and CMO of Zmags, “Only one quarter of retailers are ready to take a consumer through checkout over tablets, but 49 percent of today’s tablet owners said they plan to shop even more next year using their device.”
Mobile marketing is happening, people. It’s well past time to get involved as any level. It will happen regardless of our feelings toward it.
Good and Happy Marketing!