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Christmas, a time for giving. And for many, ‘giving’ means trudging round packed shopping centres mid-December; narrowly avoiding being whacked by protruding rolls of wrapping paper and constantly dodging out of the path of frantic, Santa-crazed children. The number of shoppers opting to use their ‘digital wallet’ could see all of this change…

For most of us, the festive season is a hectic time, so the rise of ‘m-commerce’ and its practicalities are somewhat unsurprising. Yet, the adoption rates of consumers plumping to stay at home with their feet up, completing all of their shopping with their trusty mobile device are more than could have ever been anticipated. 

The facts and figures:

  • Nearly a quarter of UK consumers used a mobile device for Christmas shopping;
  • Visits to mobile retail sites grew by 135 per cent in 2012;
  • Retail giant, John Lewis reported that 50 per cent of site traffic came from mobile devices during Christmas 2012; and
  • Amazon and Ebay grew in-line with, or faster than, the whole of the ecommerce market.

Christmas 2013 has been nicknamed, ‘the year of the mobile Christmas’ and IMRG have predicted that 64 per cent of smartphone owners will buy more with their device than last year - a figure that many business owners cannot afford to overlook. Though sales made via a mobile device will undoubtedly grow over Christmas 2013, the adoption rate of mobile devices shows no sign of slowing and 2014 figures are set to surpass that of 2013. So much so, that retail analysts have predicted that consumer spending done by a mobile device will amount to 23bn by 2018. This year has seen countless retail giants launch a variety of apps to allow their customers to make a purchase with just a few clicks.

Make the most of mobile

Regardless of whether you have a brick and mortar shop, or if all your business is done online, you need to ensure that your online presence caters for the mobile shopper. Consider the following to ensure your mobile visitors have everything they need to make a purchase:

Mobile optimisation

Mobile device users are impatient; after all they are using such a device because it’s quick and more convenient than shopping on the high street or using a desktop – a sense of urgency which is only amplified during the festive season! Your site accommodating their device is a must, and if it doesn’t they will leave. Plus, Google stated that mobile optimisation would be a determining factor in mobile rankings.

User friendly content 

Format content so that mobile users can quickly locate the information that they need, without having to scan all of the text. The release of Google’s new algorithm, ‘Google Hummingbird’ provides for the rise of conversational terms being used – particularly by mobile users. Tailor your content to cater for your site visitors on the go.

Social shopping 

Make sure your content is sharable, social media is now more and more commonly being used to share ‘wish lists’ and gift ideas. And don’t forget to shout about your products or services on your own social media channels – get the message out there and send your consumers flocking to your site.

Mercurytide’s Managing Director, Tamlin Roberts, comments: “Mobile shopping’s trajectory shows nothing but promise and the benefits of targeting these users has resonated with business owners. Mobile sites, apps and responsive websites provide an ideal opportunity to forge relationships with customers by providing a positive experience which accommodates their needs.”

Today’s smartphones and tablets offer a rich shopping experience, which is proving to be irresistible for today’s busy consumers. In order to net yourself some of the traffic which has come from mcommerce’s shift in shopper activity, make it easy for your consumers. Apps and mobile or responsive sites will allow the effective perusal of your business’ products and showcase them looking at their best.

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