The "Mobile-First" Trend in Retail

We’ve all heard the phrase "mobile-first." It’s a popular topic of discussion lately, one True Fit consistently hears from industry thought leaders and partners alike. However, what exactly is mobile-first, who is currently using this approach, and is it becoming the norm?


TF4Mobile-first means to optimize e-commerce sites to fit and be viewable on the dimensions of a mobile screen. It also refers to creating an app that consumers can use to browse items or make purchases. With over two billion mobile devices worldwide that accounted for $49.2 billion in U.S. sales last year, what retailer wouldn’t want to jump on the mobile bandwagon? In a recent Forbes article, mobile-first made the list as one of the top new retail truths all merchants must be aware of. True Fit has embraced this mobile trend. By integrating into mobile and native apps, True Fit technology has helped partners, including UGG, Brooks Running and Joe’s Jeans, increase engagement with customers on the go and in stores. With full mobile integration, partners like Joe’s Jeans have made a significant impact on its consumers’ shopping experience – shoppers now have the ability to personalize their shopping catalog anytime and anywhere.


Some of True Fit’s other retail partners are adopting mobile-first strategies as well. Finish Line announced plans to spend $10-$15 million over the next year to renovate its tech and digital business to go mobile-first. Additionally, American Eagle Outfitters recently launched its first responsive mobile web app due to the increase in mobile shopping by customers. From inside True Fit to the latest retail conferences, mobile-first has become a normal part of the discussion. Recently, True Fit attended Demandware’s 2016 XChange conference where the importance of mobile in the entire path to purchase was mentioned numerous times. In fact, Demandware’s recent Shopping Index indicated that mobile is the first point of interaction between 80 percent of millennial shoppers and brands. There were even mentions of future mobile-only environments due to the steady increase in mobile’s role during today’s shopping experience. It will be interesting to see how mobile-first evolves in the retail industry. What do you think the future of mobile is?