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John Lewis named best retailer in Mobile Commerce 2014 report

John Lewis has beaten the likes of Argos, Amazon and Tesco to be named the best retailer on mobile.

The Mobile Commerce 2014 report from EPiServer looked at the top 20 retailers in the UK, asking 1,000 UK smartphone and tablet users to score each on their retail experience across mobile sites, Android and iOS apps.

More specifically, the criteria included location-based tools, omnichannel experiences such as ‘click and collect’, a direct line to contact customer services, personalised content and social follows and sharing.

John Lewis performed the best among consumers, scoring 75 per cent for its “consistently good mobile strategy across its Android and iOS apps, and mobile site”. The report said the apps offered a smooth experience that reflected the main site and John Lewis branding and it also had great user experience features including ‘double tap to zoom’ on product images, a barcode scanner for when customers are in-store and a location-enabled store finder.

Joining John Lewis in the top five were Argos (72 per cent), Amazon UK (71 per cent), (70 per cent) and Debenhams (69 per cent), while Tesco (67 per cent), Your M&S (65 per cent) and Next (60 per cent) were also praised.

David Bowen, commerce product manager at EPiServer, said: “Smartphone and tablet ownership is increasing and retailers face a big challenge in meeting the rising expectations of this growing group of mobile-savvy consumers.

“In mobile commerce it is the innovative little touches that make the biggest difference, for example the John Lewis ‘double tap to zoom’ message. In order to differentiate themselves and gain competitive advantage in what is now a mobile first industry, retailers must connect content with commerce and personalise the experience for a diverse, and growing, group of consumers.”

At the bottom of the table were Thomson (22 per cent), B&Q (21 per cent), Tesco Direct (17 per cent), Apple (16 per cent) and Thomas Cook which scored just eight per cent.

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