Forrester: 90% of mobile users are “purchase holdouts”
New York —Ninety percent of mobile phone users and 80% of tablet users are still “purchase holdouts” and have not made a purchase on these respective devices in the past three months, according to a Forrester survey of more than 4,000 respondents.
Some 53% of holdouts cite that they avoid "checking out" on mobile devices simply because they are either used to buying, or find it easier to buy, on a PC.
So how can brands convince holdouts to embrace buying on their mobile device? By providing the services and information the customer wants exactly when they're looking to make a purchase on their mobile device—in the mobile moment, according to Forrester.
To get there, Forrester argues firms should forget conventional wisdom and embrace responsive web design (RWD) as a perfect fit for most transactional scenarios. In fact, 63% of eBusiness professionals rank RWD as a technology investment priority for this year, compared with 40% in 2013.
"Starting an RWD project by rebuilding the most complex part of your site may not be intuitive, but RWD is a great way to develop touchpoint-optimized experiences while maintaining the consistency of complex web processes," writes Forres.
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Avery Dennison taps president and COO
The board of directors of Avery Dennison Corp. has elected Mitchell R. Butier as president and chief operating officer, effective November 1.
Butier has been the company’s senior vice president and chief financial officer since June 2010, and will continue to serve as CFO until a successor is named. Dean A. Scarborough continues as chairman and CEO.
“Mitch has been a great thought partner in shaping our business model, and an architect of our value creation strategy,” said Scarborough. “He has worked in both of our core businesses, and played an instrumental role in developing their strategies for profitable growth.”
As COO, Butier will be responsible for the company’s operations, with all business unit leaders reporting to him. Donald A. Nolan, president of the Materials Group, will leave the company after a brief transition period. As a result, Butier will assume direct charge of the materials businesses as of November 1.
“Mitch is highly respected throughout the organization for his exemplary leadership and ability to make things happen,” said Scarborough. “We’ve worked together for more than a decade, and I look forward to our new partnership in building this great company.”
Butier joined Avery Dennison from PricewaterhouseCoopers in 2000. Prior to being named SVP and CEO, he served from 2007 to 2010 as corporate vp, global finance, and chief accounting officer. Prior to 2007, he held other senior leadership roles across the company. He earned a B.S.A. from Loyola Marymount University.