Charlotte Amos - Retail in Detail

Charlotte is director of Retail and Shopper at leading independent full-service marketing agency Haygarth. Charlotte has over 10 years of experience working across pure retail clients as ...

...well as a core specialism in customer marketing for brands trying to achieve cut through, share of voice and sales in third party retail. She currently heads up accounts at Haygarth including Disney and Signet.

Read more...
12 September 2012 - 4:23pm | posted by | 9 comments

The Retailer and the Responsive Design Revolution

The Retailer and the Responsive Design RevolutionThe Retailer and the Responsive Design Revolution

There’s an evolution afoot in world of the web design. It’s gathering momentum and clients and agencies alike are starting to recognise its importance – precisely because it has significant repercussions for retailers and brands alike.

I’m talking about responsive design - a form of web design that allows sites to deliver optimal user experience with minimal resizing, panning and scrolling across a wide range of devices - from desktop to laptop, tablet or smartphone.

So why is responsive design so crucial for retailers now?

In June, Capgemini revealed that online sales via smartphones and tablets had leapt 356% compared to June last year. So, the need to construct ‘device agnostic’ eCommerce experiences has never been more important for retailers and brands that want to maximise online sales. And this is where responsive design comes in.

Pinching and panning around a retailer’s eCommerce site just doesn’t cut it anymore. If consumers can’t navigate or make a purchase easily on their smartphone or iPad, they’ll get frustrated and abandon their shopping cart. In short, providing a below par user experience on any platform translates into lost opportunity and lost sales.

In any aspect of retail - and especially in the current competitive climate - the consumer must receive the best experience possible. With a responsive eCommerce design, the website responds to the user, instead of the other way around. Responsive sites are easier to read and user experiences are consistent across all devices, which makes for happier customers. Customers will spend more time on a site and be more likely to engage with content – and crucially, more likely to purchase.

Responsive design isn’t just for websites though. Emails should be designed responsively too to ensure they render properly on any device. Some retailers are already taking action – Sainsbury’s, for example, has recently re-designed its email marketing into a responsive format.

There is the argument that specifically-designed mobile sites do their job well enough, but then customers can be disappointed when a mobile site doesn’t carry the same content as the main website.

Ultimately, an online shop needs to look as good as its bricks and mortar counterpart – on all devices. For retailers and brands that want to achieve true long-term cross-channel success, investing in responsive design is a must.

Don't miss out... Get your Digital news by email

Comments

12 Sep 2012 - 17:06
polar21242's picture
1
comments

Any examples of major (or smaller) retailers / brands who have launched responsive sites with e-commerce components?

1
0
12 Sep 2012 - 20:19
trcha13554's picture
1
comments

EVIDENCE ? REAL EVIDENCE ? I dont disagree, in fact I think you are right, but the availability of responsive design in products such as magento or virtumart is still limited. Traditionally ecommerce has been on 3 levels.

1. Do nothing - here is my site 2. a mobile specific site - but thats no go for tablets etc 3. an app but that can be expensive and requires loyalty for download and install.

Responsive could come in some between 1 a 3, or possibly as a replacement for 1 and 2.

Grid design, CSS and media queries are all very well and good but the problem in my opinion is the browser ?

0
0
12 Sep 2012 - 20:23
tcidl44040's picture
2
comments

EVIDENCE ? REAL EVIDENCE ? I dont disagree, in fact I think you are right, but the availability of responsive design in products such as magento or virtumart is still limited. Traditionally ecommerce has been on 3 levels.

1. Do nothing - here is my site 2. a mobile specific site - but thats no go for tablets etc 3. an app but that can be expensive and requires loyalty for download and install.

Responsive could come in some between 1 a 3, or possibly as a replacement for 1 and 2.

Grid design, CSS and media queries are all very well and good but the problem in my opinion is the browser ?

0
0
13 Sep 2012 - 11:38
andyn's picture
1
comments

One example of a big retailer currently doing RWD is Currys - http://www.currys.co.uk/gbuk/index.html.

It's also worth looking R/GA's This Is Responsive Blog - http://responsive.rga.com/ where you can find some interesting commentary on evolving practices.

1
0
17 Sep 2012 - 12:59
mark_astle's picture
311
comments

I personally hate sites that don't look the same on my phone as they do on my Mac. I bought an iPhone so I could use it to properly look at the internet. I don't want to see rubbish looking hobbled sites. And if I had a Galaxy/HTC/Lumia or whatever I'd think the same thing. Mobile sites are like a relic from when smartphones had smaller screens and 3G and widespread wifi didn't exist.

0
1
10 Sep 2013 - 11:25
kathydaunt9
2
comments

Presently most of the ecommerce merchants prefer only responsive themes and web design because most of the visitors for a website is mainly from mobile and in-order to encourage them, merchants are preferring responsive themes and deisgns. I recently developed responsive theme: http://www.apptha.com/category/theme/Wordpress/video-tube

0
0
9 Oct 2013 - 10:29
alexh12565's picture
4
comments

More and more online stores are opening up around the world to grab the share from customers' wallet. One thing that has been overlooked by many online stores is the look and feel of their website. Having a right product or service to offer is not enough, the user interface, functionality and design of an ecommerce website also plays a crucial role in attracting and retaining a customer.Our professional designers have just the right experience and skills to design a sophisticated and attractive eCommerce website design for your online store for $250/mo. http://www.mapitinc.com/ecommerce-website-design.php

0
0
9 Oct 2013 - 10:29
alexh12565's picture
4
comments

More and more online stores are opening up around the world to grab the share from customers' wallet. One thing that has been overlooked by many online stores is the look and feel of their website. Having a right product or service to offer is not enough, the user interface, functionality and design of an ecommerce website also plays a crucial role in attracting and retaining a customer.Our professional designers have just the right experience and skills to design a sophisticated and attractive eCommerce website design for your online store for $250/mo. http://www.mapitinc.com/ecommerce-website-design.php

0
0

Write Your Comment

New to The Drum

You will be sent a verification email. Click on the link in the email to post your comment.

Have your say

Opinion, blogs and columnists - call them what you like - this is the section where people have something to say. You might agree or you might not - whatever opinion you have make your views known in comments. Views of writers are not necessarily those of The Drum. If you would like to contribute a comment piece, email your idea to opinion@thedrum.com.