With 46% of shoppers prioritising mobile-first support over AI or empathy, a new report shows retailers are falling short. Discover how closing the mobile-CX gap can build loyalty and drive growth.
Retail is having a bit of a reality check. With smartphones now the go-to way people shop, customers expect fast, seamless, mobile-first support. But many brands are still relying on outdated service channels that just don’t cut it anymore.
A new report from UJET highlights the growing disconnect between what customers want and what retailers are offering. The findings are clear: 46% of shoppers now care more about mobile-friendly service than AI, human empathy, or even shorter wait times when deciding where to spend their money.
But there’s a huge gap between expectations and reality.
67% of retailers still haven’t adapted their customer service for the mobile-first era. Despite personally preferring to communicate through messaging platforms like WhatsApp, text, or iMessage (97%), retail leaders continue to offer outdated options—96% still rely on email, while only 73% offer text messaging to customers.
“Every point of friction—repeating information, switching channels, waiting for an email—is a moment you lose to that higher standard,” said Baker Johnson, Chief Business Officer at UJET.
“The immediate opportunity is to embrace the smartphone for what it is: the most direct, powerful, and data-rich option for minimising and improving your CX.”
Retail Leaders Struggle With Their Own Systems
The internal view isn’t much brighter. While 78% of retail executives claim they’d be satisfied contacting their own support, over half (53%) admit their service is fragmented and hard to navigate.
Among the most common pain points:
- 44% of agents struggle to resolve issues quickly
- 43% of customers must repeat their problems or re-identify themselves
“What this data shows is that the goalposts have moved. Today, you’re not being compared to the retailer down the street, you’re being compared to the ease of ordering a car from your phone,” said Baker Johnson.
Even though 26% of retailers report significant investment in modernisation, only 10% have high-maturity AI in place. According to UJET’s AI Maturity Benchmark Report, most contact centres still lag in tech adoption—55% report only moderate maturity, while 10% are just getting started.
Retail leaders admit they’d face significant frustration working as agents themselves, highlighting just how wide the tech gap has become.
The Path Forward: Mobile-First, AI-Supported CX
The solution isn’t a mystery. Retail brands know the answer: give agents the right tools, and great service follows. As per the report, the top solutions they believe would elevate service and performance include:
- Multimodal tools like text, voice, and image sharing (90%)
- GenAI-powered assistants (51%)
- Video call capabilities (34%)
When equipped with these, leaders expect real gains in first contact resolution (55%), lower turnover (52%), and more empathetic customer support (39%).
The biggest revenue driver?
Mobile-first customer service tools, like text, photo sharing, and video calls, are ranked by 69% of retail leaders as the top factor for creating loyal, lifelong customers. Other powerful growth points:
- AI bots that learn customer preferences (53%)
- Using mobile metadata to personalise service (45%)
“There’s a digital divide where retail leaders enjoy mobile-first conveniences they fail to offer customers,” said Baker Johnson. “The brands that bridge this gap—offering seamless, mobile-first, AI-supported support—will win loyalty, reduce churn, and drive growth in today’s ultra-competitive market.”
As expectations rise, mobile-first service is no longer a nice-to-have. It’s a business imperative.
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