An estimated 78% of searches conducted on smartphones result in an offline purchase compared to just 61% of desktop searches, highlighting the importance of implementing in-store drivers on a brand’s mobile site. The majority of Big Box brands ranked by L2 have adopted some of the elementary features that guide consumers to a brick-and-mortar location, but lack more sophisticated features.

big-box-mobile-mobile-site-features-and-functionality-compared-to-desktop-01For example, 86% of brands in L2’s Big Box Index have implemented click-to-call and 80% have implemented geolocation on their mobile site. The adoption rate for those features and swipe support are much lower on desktop sites. However, features specific to the later stages of the purchase funnel – arranging in-store pickup, checking local inventory, and fast checkout – have more widespread adoption on desktop sites. For example, 59% of brands allow users to check local brick-and-mortar inventory on a desktop site vs. just 22% who enable it on a smartphone. This approach is counter-intuitive, because browsers on-the-go are often ready to visit a store.

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