According to the 2014 Shop.org/Forrester Research Inc. State of Retailing Online survey, which surveyed 70 retailers in October and November 2013, more than half (53%) marked mobile efforts as a top priority, identifying responsive design, mobile site optimization, and tablet redesign among key focus areas.

“Retailers grew their digital business with impressive strength in 2013, reflecting their laser focus on improving the customer experience across all of their channels, striving for a ‘mobile first’ mindset that will be a key driver in all business decisions,” said Shop.org Executive Director Vicki Cantrell. “In 2014, they will continue investing to further their relationships with customers, exploring everything from personalization and site usability to all things mobile.”  

Retailers understand how crucial a well-executed mobile strategy is to their overall growth:  on average, retailers’ total 2013 smartphone revenue grew 113 percent over 2012, and tablet revenue grew 86 percent over the same period. The survey also found that 21 percent of retailers’ web revenue derived from either a smartphone or tablet in 2013.

Retailers Shifting Objectives to Focus on Customer Experience

Digital retailing fundamentals such as improved usability and conversion rates continue to be important for retailers, and this year loyalty and CRM efforts also figure prominently on priority lists. For instance, more than one-third (36%) of retailers surveyed are prioritizing improved marketing efforts as they continue to focus on both retaining and acquiring new customers.

In fact, repeat customers in 2014 will grow in importance: the survey found that half (51%) of web revenues are being driven by these shoppers and nearly two-thirds (63%) note that repeat customers drove more web sales in 2013 than in 2012.

Many retailers will also prioritize site redesign in 2014, with four in 10 (46%) retailers surveyed planning to engage in some site overhaul. Efforts will focus on site personalization and usability enhancements, or the reconfiguration of the core site experience to positively affect conversion rates. As retailers report average conversion rates of approximately 2.7 percent, even small gains can bring meaningful revenue growth.