When it comes to mobile, 82 percent of top retailers have a mobile optimised site, 72 percent have a mobile or tablet app and 66 percent have both, according to a survey by Acquity Group based on Interbrand's Best Retail Brands 2012. Most of these brands use basic mobile capabilities, including shopping carts (88%), featured products (85%), customer reviews (63%) and contract forms (54%). Less than half (44%) of retailers evaluated currently provide click-to-call, and although 76 percent of retailers offer product image zoom capabilities on browsers, only 39 percent have this offering on mobile. Of retailers surveyed, 98 percent have email opt-in options on browsers but only 34 percent support this feature on mobile. The study also found that one in ten offer up-and-coming in-store digital experiences such as augmented reality, relevant product content access, in-store loyalty applications and digital barcode coupons. Twenty-eight percent of retailers allow flexible pay-by-phone capabilities including Google Wallet and PayPal at their brick and mortar locations.
For browsers, more than 90 percent of retailers offer email opt-in (98%), contact form (94%), featured products (98%), product images (96%), site search (98%) and store locator capabilities (94%). In addition, all companies evaluated have website uptimes of at least 95 percent while only 46 percent are using Google Pay-Per-Click for advertisement. Fewer retailers offered emerging features on their browser sites, including chat (24%), flexible pick up and returns in-store for online purchases (36%) and the ability to check on-location inventory (30%). Although the study identified video as the most popular up-and-coming feature, only 36 percent of retailers currently incorporate this in their browser sites.
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