Last week, the Search Agency released a study ranking the 100 largest multichannel retailers (defined by retailers with both a brick and mortar and ecommerce presence) by best mobile experience. None other than outdoor industry giant, REI sat in the top spot followed by names like Walmart (42), Best Buy (57) and even Apple (100).
The criteria for ranking included the following seven items: page load time, site format, store locator, search box, social media presence, app presence and click-to-call — all factors that impact organic search rankings or customer shopping experience.
The top-ranked REI scored nearly eight percent higher than runner up, Toys “R” Us. REI’s mobile site was among the few sites to load in less than one second on an iPhone 4.
The intention of the study was to better understand the current state of mobile readiness within multichannel retailers. Perhaps the real lesson was the ill-preparation of multi-channel retailers in a world where 63 percent of shoppers use multiple devices for holiday shopping purposes.
Other multichannel outdoor retailers on this list included Eddie Bauer (11), Dick’s Sporting Goods (28), LL Bean (58), Bass Pro Shops (80).