Forrester, Shop.org: Mobile Top Priority for Retailers in 2014

Forrester ResearchWASHINGTON-Mobile is the number one priority for U.S. retailers’ digital business in 2014, according to a survey conducted by Forrester Research and the National Retail Federation’s shop.org division.

Titled “The State of Retailing Online,” the study surveyed 70 retailers in October and November 2013. More than half of the respondents (53 percent) said mobile efforts would be their top focus this year. Key focus areas will be identifying responsive design, mobile site optimization and tablet redesign.

On average, according to a joint Forrester/shop.org statement, retailers’ 2013 smart-phone revenue jumped 113 percent over 2012, and tablet revenue grew 86 percent over the same period. Twenty-one percent of retailers’ Internet revenue came from either a smart phone or a tablet last year.

In other findings, 36 percent of retailers are prioritizing improved marketing efforts with a focus on retaining existing customers and acquiring new ones. More than half (51 percent) of retailer Web revenues are being driven by repeat customers, and 63 percent of the participants said repeat customers drove more Web sales in 2013 than in 2012. Also, 46 percent of the respondents will do some website overhaul this year, with a focus on site personalization and usability enhancements or on a reconfiguration of the core site experience.