Retailers in the UK understand that cross-channel retailing and the inclusion of mobile is crucial for sales in 2012, however budgets are preventing its adoption.

Stibo Systems claims that 78% of UK retailers state that strategic investment into this space to enhance customer experience will drive sales this year. The survey of 100 senior executives at the UK’s top retailers in January 2012, also claims that half of respondents are planning to increase investments in mobile by the end of 2012, of those 53% will enable mobile web, while 44% plan to introduce mobile transactions.

The results show that retailers recognise a need for rich multimedia m-commerce websites; however, 58% reported a lack of budget, while 37% held legacy technology systems, which are preventing its adoption.

To drive m-commerce websites, retailers need to include clear product information, as comprehensive information on a product was identified as the most important aspect of a retailer’s website (56%), followed by images (13%), consumer reviews (12%), links to similar products (9%) and rich content (8%). Shoppers are also demanding detailed product information, with 58% of retailers stating this was the most important consumer requirement.

“Our previous research has found that consumers aren’t satisfied with their mobile shopping experience, so it is promising that retailers now recognise the need to focus on their multi-channel offerings,” says Mark Thorpe, managing director UK at Stibo Systems. “Worryingly, lack of ‘know how’ was cited by 15% of retailers as a reason for slow implementation of m-commerce.”

Fifty percent of retailers state that consumers expect shopping on the move via transactional mobile sites, while 71% are experiencing an increase in the number of consumers demanding same day delivery.

Consequently, location has also been identified as important, with 87% of retailers pinpointing this as a big trend in 2012, however, only 25% of retailers are planning on investing in location-based services this year.

caroline@mobilesquared.co.uk