The trend to have a separate mobile site to the desktop site for retailers and brands seems to be continuing.
Most retailers came from a place where they had a desktop site (which often got delivered to tablet users as well) plus a mobile site that was built and managed in a completely separate system. And everyone knows this led to inconsistent experiences for customers and high levels of development and management cost for the retailer.
Then along came responsive web design and this was going to fix everything. One platform delivering essentially the same experience across all touchpoints with channel specific adjustments as required.
We are definitely seeing a trend with our customers to move away from this one-size-fits-all responsive approach. Increasingly, the strategy is for a responsive desktop and tablet experience alongside a (technically) different responsive mobile experience. This dual responsive strategy still means a common content pool but gives retailers the ability structure the content between desktop/tablet and mobile separately and also have separate business logic between the two.
While the reasons vary from customer to customer, there are a few common factors that have led to the change in strategy.
Different journeys and experiences across different touchpoints