February 2nd, 2017 by Sam Del Rowe

Retailers are struggling to meet consumers’ expectations when it comes to mobile experiences, according to a study by DMI, a provider of end-to-end mobility services. The company enlisted subjects to shop at 120 top American retailers, and assessed the mobile experiences that the retailers offered in their brick-and-mortar stores.

The report found that 74 percent of the general population says that in-store mobile interactions influence where they shop, suggesting that those retailers that provide exceptional mobile experiences will have an edge over their competitors. Additionally, consumers see increasing value in apps that support in-store shopping, with 80 percent of the general population saying that such apps would improve the experience. These results indicate that consumers expect retailers to digitally enhance the process of in-store shopping.

“2015 saw a dramatic shift in retailers’ awareness of the potential to enhance the in-store experience for shoppers by leveraging their mobile devices. This year’s survey reveals that retailers who are investing in an enhanced in-store shopping experience are heading in the right direction, but there is still a significant gap between the haves and the have-nots. Those who provide a quality mobile experience will create the loyalty and market share so critical to retail success,” Jay Sunny Bajaj, founder and CEO of DMI, said in a statement.

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