Mobile commerce has become almost universal in the retail industry, but competency levels are less uniform.
According to a new study of 250 marketing and IT professionals, including 95 retailers, from digital solutions provider PointSource, “The State of the Mobile Experience,” 91% of retail companies have a mobile site and 84% have a mobile app.
However, silos are common in retailers’ mobile operations. More than half of retailers (54%) say their biggest challenge is finding ways to integrate mobile strategy into an overall marketing strategy. Similarly, 42% say uniting marketing and IT departments is a major barrier.
