Research from Stibo Systems reveals the technology challenges faced by retailers, led by the need for improved multi-channel strategies. The study found that cross-channel retailing remains a clear priority for UK retailers, with over three quarters (78 per cent) of respondents stating that strategic investment to enhance consumers’ multi-channel experience will drive retail sales this year.

The study, which was undertaken in January 2012 by independent research house Coleman Parkes, surveyed 100 senior executives at the UK’s top retailers. The findings highlight a growing need for retailers to have proper multi-channel strategies in place, revealing mobile as the key growth channel for 2012.

Indeed, the research found that retailers are finally recognising the importance of m-commerce, with approximately half (48 oer cent) planning to enhance their mobile offering by the end of the year. Of those, 53 per cent are looking to enable their online websites for mobile while 44% plan to facilitate mobile transactions.

The research also suggests that retailers are looking to invest in transactional mobile websites which are rich in multimedia and strengthened by detailed product information. However, retailers reported lack of budget (58 per cent) and legacy technology systems (37 per cent) as the biggest barriers to investment in these mobile strategies.

Meanwhile, the study identified a trend towards convenience, with 71 per cent of retailers reporting a sharp rise in the number of consumers demanding same day delivery. Similarly, half of retailers state that consumers expect shopping on the move via transactional mobile sites.

Comprehensive product information was identified as the most important aspect of a retailer’s website in terms of product pages (56 per cent), ahead of images (13 per cent), consumer reviews (12 per cent), links to similar products (nine per cent) and rich content (eight per cent). Retailers are also witnessing high demand from shoppers for detailed information about products, with over half (58 per cent) stating that this was a top consumer requirement.

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