Gartner Research

Survey Analysis: Tier 1 Retailers Must Capitalize on Consumer Use of Mobile as Key Gateway in Cross-Channel Shopping

Published: 21 May 2013

ID: G00249461

Analyst(s): Miriam Burt

Summary

Tier 1 multichannel retailers will miss opportunities to generate substantial sales if they look to mobile to produce this revenue on its own, rather than having mobile serve as a gateway to cross-channel shopping.

Table Of Contents

Survey Objective

Data Insights

  • Consumers Consider Mobile an Informational Rather Than a Transactional Channel
  • Consumers' Use of Mobile Will Be More Important for Driving Sales in Other Channels Than Yielding Direct Revenue on Its Own
    • Consumers of All Age Groups Confirm That Mobile Payment Is Not a Top Priority Regarding Their Use of Their Mobile Phones in the Shopping Process
  • Mobile, Through the Nexus of Forces, Is the Prime Channel for Delivering Personalization
  • Methodology

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