Retailers falling short when connecting to tablet followers

Technology is opening up opportunities and challenges for retailers seeking to improve their customer satisfaction and loyalty rates.

Technology is opening up opportunities and challenges for retailers seeking to improve their customer satisfaction and loyalty rates.

According to a recent survey from Zmags, retailers aren't taking advantage of increasing use of tablet computers such as Apple's popular iPad. Only one-third of the 100 internet retailers surveyed said they had optimized their websites for tablet traffic and commerce.

Instead, retailers have continued to use websites that are optimized for PCs for tablet users to provide an "adequate enough" customer shopping experience on the mobile devices, the survey revealed.

"Only 19 of the top 100 retailers extended beyond ordinary HTML-type content to include more engaging material such as look books, catalogs, editorial picks, etc. However, none of them extended the dynamic environment or optimized the brand experience across the full range of smartphones, tablets and Facebook," the survey explained.

With the upcoming release of the iPad 3, retailers will want to make sure their websites and marketing campaigns are tablet friendly, as more consumers are likely to connect via the devices.