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DRF Survey Reveals for the Majority of Retailers Less Than 2% of Sales Are Currently From Mobile Devices
Mar 15, 2012 (04:03 PM EDT)


BROOKFIELD, Wis., March 15, 2012 /PRNewswire-USNewswire/ -- According to the annual Q1 Merchant Survey conducted by the Direct Response Forum, a majority of retailers, 63% of the respondents, indicated that only 2% or less of their sales are generated from a mobile device. While only 17% reported that mobile sales are over 10%.  The top areas of focus in 2012, for leading CNP merchants is not mobile commerce, but general credit/debit processing issues, fees, and implementing international payment strategies.  Recycling and fraud strategies also ranked high as additional areas of focus for card not present professionals.  

(Photo: http://photos.prnewswire.com/prnh/20110816/DC53140)

The Durbin Amendment was a significant regulatory change that has resulted in a full 45% of respondents seeing a reduction in their debit card fees. Another 92% indicated that their companies will not be offering discounts between credit, debit, or check payments nor offering discounts within a card brand based on card type even though both of these scenarios are now allowed by the Department of Justice (DOJ) settlement with Visa and MasterCard,  

With regard to mobile commerce retailers report 17% are new customers with another 17% indicating that their mobile customers are existing customers who are now purchasing via a mobile device.  These findings are limited as 54% of the respondents said they are unable to determine this information regarding their mobile customers.  It appears that internal systems are not yet capable of giving much visibility into mobile commerce at many retailers.

"It's important to realize that mobile commerce is in its infancy while there are larger opportunities for CNP merchants to capitalize on now including international payment strategies and reduced fees which can contribute larger and more immediate returns on investment for their organizations. Mobile commerce will be important but the volume is just not there yet to deploy resources away from other important initiatives," says Chantal Gaspie, DRF Executive Chair.

Every year the Direct Response Forum attracts the top card not present payment professionals from around the world to the annual DRF.  The merchant members of the DRF represent billions of dollars of credit and debit transactions every year. This Q1 survey garnered 110 responses from some of the largest retailers in the world.  For more information on the survey results sign up for the DRF Quarterly at www.directresponseforum.org or contact us at information@directresponseforum.org.

About Direct Response Forum, Inc.
The Direct Response Forum (www.directresponseforum.org) brings together leading direct merchants, acquirers, card companies, and service providers for two days of interactive panels, breakout sessions, and roundtable discussions focused on key topics affecting the customer/card-not-present (CNP) merchant community.  The Direct Response Forum is a not-for-profit educational organization that is managed by a Board of Directors of executives at leading companies including Affinion Group, Digital River, eBay, Inc., Expedia Inc., L.L. Bean Inc., Rosetta Stone, ShopNBC, Transamerica Life & Protection, and Western Union.

SOURCE Direct Response Forum, Inc.