A mobile-first mentality is a must for brands across categories. However, even with access to immense resources and capabilities, some of the most established enterprises in personal care have sub-optimized search and navigation features on mobile. Here’s what these brands are losing by missing out on mobile opportunities.

Swipe functionality allows mobile users to easily browse multimedia content and gain high-level brand awareness, yet only 47% of brands tracked in Gartner L2’s Digital IQ Index: Personal Care offer this feature on their mobile sites. Additionally, click-to-call functionality facilitates a seamless post-purchase customer service experience. Nevertheless, 33% of personal care brands don’t offer the feature, forcing consumers to exit the site and manually dial phone numbers themselves.

Even Procter & Gamble, which maintains the highest average Digital IQ year over year, neglects basic mobile investments that would make its brands’ mobile interface more dynamic and responsive to browsers’ needs. The enterprise’s top brand Gillette doesn’t feature fluid category pages, which encumbers the browsing experience. Its mobile site should respond to mobile device orientation by reconfiguring products to occupy empty screen space. This underinvestment is consistent across other substantial enterprises including Colgate-Palmolive, GlaxoSmithKline and Kimberly-Clark, all of which could improve their mobile user experience. Despite a wealth of image content, Kimberly-Clark’s Huggies and Pull-Ups lack touch-to-zoom functionality, adding friction to the browsing and product discovery process.

Other enterprises like Reckitt Benckiser and Johnson & Johnson invest in mobile technology features like fluid grids and zoom, but do so selectively, failing to scale across their portfolio brands. For example, their respective leading brands Durex and Listerine have mobile sites that deliver more seamless experiences, but less prominent brand sites like Mucinex and Benadryl are less optimized. This discrepancy should be addressed by enterprises in order to give customers a consistent experience across brands.

While many enterprises of high digital caliber are proficient at scaling existing investments, they must identify technology fundamentals that are missing from their entire portfolio and invest accordingly. If they want to keep up with today’s increasingly on-the-go consumer, enterprises must invest in features across brands that enable mobile browsers to efficiently navigate, discover, and purchase products.

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