W here is Mar k eting In v estment Most V al u able ?
Mobile Commerce Is the Largest Growth Channel— and the Biggest Friction Point
How do you expect your customers to shop over the next 12 months?
Retail leaders expect mobile commerce to
become the primary growth channel over the next
year, followed by brand e-commerce sites and
In-store retail
18
marketplace platforms.
Brand e-commerce site
39
However, mobile and online experiences
Mobile app
44
are also identified as the single largest
Marketplaces (e.g., Amazon, Walmart)
36
source of friction in the customer journey.
S ocial commerce / live shopping
12
This gap represents one of the clearest
0
10
20
30
40
50
opportunities in the report.
Improving mobile experience—from discovery to
checkout—may unlock greater long-term value
Where is the biggest friction in your current customer journey?
than expanding acquisition spend alone.
As consumers increasingly expect seamless
Discovery/awareness
14
digital interactions, friction in mobile commerce
Mobile or online experiences
69
directly impacts conversion, loyalty, and retention.
Checkout
15
Im p lication f or leaders —
F ulfillment/delivery
26
Retail organizations should treat mobile optimization as a customer retention and revenue strategy — not simply a digital design initiative.
Returns and post-purchase experiences
26
0
10 20 30 40 50 60 70
The Loyalty Growth Playbook
9
Powered by FlippingBook