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The Iconic Names Top Mobile Retailer in New Episerver Benchmark

The Iconic tops annual mobile shopping experience league table with a score of 66%

The Iconic offers the best consumer mobile shopping experience, closely followed by Kogan and OzSale. That’s according to this year’s Episerver Mobile Commerce report, which examined the mobile shopping experiences of Australia’s top 20 retailers.

The Episerver study, available for download today, scored consumer retail experiences across mobile sites, plus Android and iOS apps on both smartphones and tablets. The benchmark, which consisted of 50 different ranking criteria, reflects the evolving demands of consumers, as identified in a survey of over 1,000 Australian smartphone and tablet users this year. These include location-based tools, omnichannel experiences such as ‘click and collect’, direct lines to contact customer services from within apps, and social sharing.  

The Iconic topped the Australian retailer table with a score of 66%, demonstrating a consistently strong mobile strategy across its Android and iOS apps, as well as the mobile site. The retailer’s mobile strategy has ensured apps deliver smooth experiences that reflect the main site and The Iconic’s branding, with great user involvement features including advanced product search and a customisable wish list function.

Kogan offered the highest scoring mobile website, while Catch of the Day took first place for the best iPad application. Other businesses did less well, with the average score across all 20 retailers working out at a mere 34%. This was significantly lower than the scores of other countries surveyed by Episerver, with Australia falling behind both the UK and US for overall mobile experience.

Commenting on this finding David Bowen, Director of Product Management for Commerce at Episerver, explains: “Given the boom in mobile and tablet adoption across the region, it’s a shame to see so many Australian retailers still not maximising the use of these technologies to benefit their businesses. Of the 20 retailers benchmarked, nearly half did not offer any mobile or tablet applications across both Android and iOS, dragging the average score down significantly across the region.

“For those that did develop mobile apps, the top performing retailers have demonstrated their ability to meet the evolving demands of consumers, offering added value features that mix clicks with bricks, personalised content and a consistent, quality experience to every user, regardless of the device and platform.”

Scores from the leading 20 retailers varied from 66% (The Iconic) to the lowest score of 14% (Appliances Online). The top five performing retailers are:

1. The Iconic – 66%
2. Kogan – 65%
3. OzSale – 57%
4. Catch of the Day – 53%
5. Dan Murphy’s – 48%

To download the free Episerver report, click here

For media information, please contact:
Alex Warren / Ian Mckee
Wildfire PR
+44 (0)20 8408 8000

About Optimizely (Episerver)

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