Summary
Mobile shopping has gained considerable momentum in Australia, but many retailers still do not deliver great mobile shopping experiences. Most have built capable mobile web stores, but few have made the deeper investment in mobile apps that use rich content and in-store service to deeply engage customers. We applied Forrester's retail mCommerce functionality benchmark to evaluate 14 Australian retailers' mobile sites. eBusiness pros can use this analysis to optimize their mobile-enabled commerce strategies and deliver superior mobile shopping experiences.
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