Research has found that B&Q's smartphone app has topped a list of brands that employ the best use of mobile marketing tactics.
Consumer engagement company Eagle Eye analysed the mobile activity of the UK's top 50 retailers with an online and offline sales presence.

The study found that 36% of these stores still do not have a smartphone app.

Of the 50 stores with a smartphone app, most are not using the technology to its advantage.

Eagle Eye found that 34% do not allow in-app purchases, 59% are failing to share offers and deals, 54% do not use push notifications and 31% of retailers are not harnessing location-based technology.

It is thought the e-commerce market accounted for 27% of all UK online sales in 2013, worth £3bn, with a 138% increase on 2012.

Founder at Eagle Eye, Steve Rothwell, said: "With 30 million smartphone users in the UK, by failing to embrace apps these retailers risk missing out on valuable opportunities to connect with a significant number of customers.

"Mobile has the potential to allow bricks and mortar stores the same level of direct engagement that e-marketing has delivered for years and by using it brands can better bridge the gap between online and the high street retail.

"All of these retailers have very active websites and a customer-base that's clearly comfortable with buying online, and so it's surprising to see many falling behind when it comes to m-commerce."

According to Eagle Eye's research, the top five retailers which use mobile marketing to its fullest are B&Q, M&S, Debenhams, John Lewis and Tesco.

Mr Rothwell continued: "While most of these brands do have mobile-optimised websites, having an app that allows customers to view and purchase products quickly and easily without them being redirected has become commonplace. Indeed, smartphone users now expect this.

"Competing retailers will soon find that mobile sales are won or lost based on the ease of use of their apps and how regularly brands are engaging with customers on the platform. As more potential customers use mobile to shop, the missed opportunity for retailers is only going to grow in the future."