LOUISVILLE, KY ? A new report from Forrester Research Inc. reveals retailers are treading cautiously when it comes to investing in mobile initiatives, Mobile Payments Today reports.
According to Forrester?s ?State of Retailing Online Survey,? 50% of retailers spent less than $100,000 on smartphone investments last year, and 74% spent the same amount on tablet campaigns. This year, numbers are up for planned tablet spending (on average, retailers plan to invest $207,000 this year), but the pace of adoption lags behind previous technology trends.
"It's easy to forget that mobile retailing is still in its infancy, and unlike what we saw with eCommerce ten short years ago, mobile is almost entirely consumer-driven," said Executive Director Vicki Cantrell. "As mobile grows, so too will retailers' investments in technologies that make sense for their shopper, but to get to that level of commitment, retailers must first take smart, calculated steps to maximize the mobile shopping experience both now and in the future."
The survey found in 2011, 18% of retailers made no investment in tablet initiatives and 14% failed to deploy smartphone programs; this year, only 9% of retailers said they will make no investments for tablet or smartphones.
According to the survey, 45% of companies have already or are planning to implement e-receipts in their stores over the next two years, and 57% said they have or will have mobile POS options within the next two years.
"While consumers are rapidly adopting smartphones and tablets, and there is no shortage of companies eager to provide mobile offerings to retailers," noted Forrester Research Vice President and Principal Analyst Sucharita Mulpuru. "Retail executives are taking a measured view of the immediate benefits of these efforts ? in part because of the myriad of challenges that must be considered when investing in mobile for their company."