Retailers must have tablet-first Web experiences to be successful
While tablet-driven sales were strong during the 2013 holiday shopping season, they could have been even higher if it were not for the fact that retailers continue to underinvest in tablet strategies, particularly when it comes to device-specific Web sites.
Retailers have made important gains over the past year in delivering tablet applications that meet the needs of these shoppers. However, as sales of tablets begin to eclipe PC sales, retailers are hurting their chances to convert browsers into purchasers by delivering sites built for PCs first.
“It’s still early days in terms of retailers making the investment in tablet-optimized shopping experiences that are distinct from laptop or smartphone versions, but those that do are likely to see outsized returns,” said Jason Goldberg, Chicago-based vice president of the commerce practice at Razorfish.
Growing traffic, commerce
Tablets have proved to churn out significant amounts of commerce despite the seemingly low investments that marketers are pouring into device-specific sites. However, retailers must hone in on Web content curated for tablet users for the momentum to keep going.
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