Debenhams tops Episerver’s UK Mobile Commerce study

Debenhams’ mobile shopping experience skyrockets to the top with benchmark score of 90%

  • Average score for top 30 UK retailers a promising 55%, up 8% on 2011
  • But shoppers are less forgiving of poor quality mobile experience as consumer expectations continue to rise  

London, UK, 11th April 2013: Debenhams, Expedia and Argos have topped the UK Mobile Commerce study by Episerver, published today. The report scored the mobile websites and apps of 30 of the UK’s top retailers’* against a detailed best practice benchmark informed by research into current consumer attitudes to mobile usage and experience.  

The study indicates that retailers are working harder to meet rising consumer expectations as mobile becomes an increasingly important part of their digital marketing mix, with an encouraging average score of 55%, improving from 2011’s score of 47% across the top online retailers.

One significant improvement over the last study is in the number of retailers offering an optimised mobile site experience, revealing the increasing focus on mobile sites over apps only. In 2011 30% of the top 10 didn’t have mobile sites, now, only 17% of the top 30 do not.

The Episerver report, entitled ‘Mobile commerce: what consumers really want’, compares new research into the expectations and behaviour of mobile shoppers, carried out among 1,000 adults, with the benchmark assessment of the top UK retailers’ mobile websites and apps to see just how many are meeting the expectations of today’s increasingly mobilised consumer.

The 30 retailers have been benchmarked across criteria relating to their mobile offering, spanning native apps, mobile sites, tablet offerings and rating them on speed, key functionality and ease of use. 

Debenhams has toppled Argos off the top spot this year with a very impressive 90%, although Argos continued to perform well, improving its previous score by achieving 85%, placing it joint second with newcomer Expedia.

The overall average score of 55%, despite showing an improvement on 2011, still indicates that there is significant room for improvement for retailers to live up to customer expectations.

The top 10 performing retailers were:

1. Debenhams - 90%

=2. Expedia, Argos - 85%

3. Tesco – 80%

4. Amazon UK – 80%

5. IKEA – 74%

6. ASOS – 72%

=7. John Lewis, Topshop – 71%

8. ASDA – 68%

David Bowen, Product Manager, Episerver, commented, “It is clear that over the last two years retailers have strived to grasp the mobile opportunity. Top performer Debenhams in particular is a great example of how having a solution for each platform and offering a contextualised mobile experience across each is the winning formula for delivering a premium customer experience, and ultimately increasing conversions and sales.”

Download the Report

*Selected from the IMRG Experian Hitwise Hot Shops list

About Episerver

Episerver connects ecommerce and digital marketing to help business create unique customer experiences which generates business results. Episerver's platform combines content, e-commerce and multi-channel marketing capabilities to work full-circle for businesses online, from intelligent optimization, lead-generation through to conversion and repeat business.

Sitting at the centre of the digital marketing ecosystem, Episerver empowers online and IT professionals to create superior customer experience for more than 20,000 websites worldwide. Built on .net, and supported by a pioneering partner network of over 630partners in over 30 countries, Episervers platform gives customers the ability to deliver the right content to the right person in the right format at a time that suits them. This approach means customers can maximize their investment in digital marketing and increase ROI. The company was founded in 1994 and has offices in the United States, Sweden, Denmark, Norway, Finland, The Netherlands, South Africa, Australia, Spain, UAE and the United Kingdom. Episerver is controlled by the IK2007 Fund. IK Investment Partners is a European private equity firm with Nordic roots, managing €5.7 billion in fund commitments.

For media information, please contact:
Ian McKee / Katia Bouznik

EML Wildfire Technology PR

Episerver@emlwildfire.com

0208 408 8000