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Burberry voted best multi-channel retailer


A new report has rated Burberry as the top multi-channel retailer, due to the strength of its mobile commerce platform.

The Mobile Retail Report, which was put together by ecommerce company Ampersand, surveyed 162 retailers across the UK which have both bricks and mortar stores who also sell online. 

Of those surveyed, 158 also had mobile platforms where consumers could purchase goods.

It analysed the brands’ mobile platforms for features like stock checking, ease of use, data capture and the checkout process.

RELATED: Burberry chief creative officer Christopher Bailey sells over £250,000 worth of shares

Behind Burberry was Go Outdoors followed by Homebase in third place.

The report also found that only a third of retailers offered the ability to check if an item was in stock and that less than half offered features which showed the nearest physical store.

“Retailers need to understand how consumers use mobile as part of the shopping journey and what will influence the user to to purchase – even if that purchase isn’t completed on a mobile,” Ampersand managing director Darryl Adie said.

“Looking at mobile sales revenue in isolation isn’t a fair reflection of how mobile is used in the shopping journey. Retailers need to recognise this when developing their mobile commerce site.”

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Published on Thursday 01 September by Ben Stevens

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