While 98% of Home Care products are still sold at brick-and-mortar retailers, consumers are gradually trading their shopping carts for mobile devices: 22% of U.S. mothers use smartphones to shop for household cleaning items. However, few Home Care brand sites satisfy the needs of mobile users, according to L2’s Insight Report: Home Care Enterprise Investments.
Although three out of four brands in L2’s Home Care Index have mobile sites, the study finds that many of them lack key features. Only 46% of Index brand mobile sites include user ratings or reviews, as opposed to 62% on desktop. Geo-location and store locator features are also widely unavailable.
P&G leads other Home Care enterprises, with mobile-optimized sites for all of its brands. The enterprise’s portfolio also includes four of the five most sophisticated mobile sites assessed in L2’s Index, imbued with features such as user feedback and on-site store locators. In contrast, Sun Products brands largely overlook the mobile web. When Sun and Wisk relaunched their brand sites recently, they only released desktop versions.
Tablet-optimized sites are even more few and far between. While Georgia-Pacific, Reckitt Benckiser, and Clorox have shown commitment to optimization on both mobile and tablet platforms, most Index brands’ tablet sites simply mirror desktop content.
Smartphones are not only used for e-commerce, but also to supplement in-store shopping. One in five adult smartphone users rely on mobile devices to search for product information while grocery shopping in stores. Consequently, mobile site failings can potentially cut into product sales.