Study: Retailers need to increase mobile shopping readiness

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Study: Retailers need to increase mobile shopping readiness

By Dan Berthiaume - 08/15/2019
Technologies like artificial intelligence (AI), chatbots and augmented reality (AR) are coming to mobile devices, whether retailers are prepared or not.

According to “How New Tech is Creating Seamless Mobile Shopping Experiences,” a survey of 100 senior retail executives from WBR Insights, only 9% said they are able to support these type of mobile shopping features, while more than half (52%) are not. The greatest barriers to implementation are budget (64%), lack of internal resources (55%), and lack of executive buy-in (42%).

Respondents also said that mobile payments (60%), artificial intelligence (AI) and chatbots (48%), and on-demand same day services (47%) have the most potential for improving the mobile e-commerce experience for consumers. However, augmented reality (27%), voice recognition technology (25%), and progressive web apps (PWA; 22%) are the technologies that most retailers are actively evaluating for implementation in the next 12-24 months.

“Consumers want the ability to seamlessly browse for and buy products at their convenience, so it’s no surprise that mobile payments and on-demand services are at the top of retailers’ technology wish list,” said Andrew Greissman, research director for WBR Insights. “As consumers continue to demand more information and flexibility from their mobile shopping experience, technologies like voice recognition and augmented reality will become must-haves for engagement.”

WBR Insights conducted the survey in conjunction with Arm Treasure Data and Vibes Media.