Tablets and smartphones are quickly becoming the platform of choice when it comes to online shopping. According to IMRG Capgemini, mobile accounted for 23.2 percent of online sales last quarter, up 11.6 percent year-on-year. What’s more, the actual proportion of retail site visits coming from mobile was up to 34 percent from 21 percent a year ago.
Click and collect is going strong as well, as it represented 16 percent of online sales, up from 12 percent last year. Bounce rates are also going up, largely as a result of higher mobile penetration.
IMRG chief information officer Tina Spooner said there is a correlation between the surge in mobile commerce and the rise in visitor bounce rates on mobile retail sites.
“While consumers [people, Ed.] have generally become more confident in using their mobile devices as a shopping tool, the latest data suggests they have also become more demanding,” Spooner said. “Higher search volumes will inevitably result in an increase in bounce rates as shoppers will often compare products and pricing across several brands.”
Spooner argued that offering an engaging and relevant experience for customers across all channels will help retailers achieve the end goal of higher conversion rates and an increase in customer loyalty.
Capgemini UK VP of consumer products and retail Chris Webster pointed out another interesting trend – record levels of sales via mobile devices correspond to higher rates for click and collect.
“This correlation of mobile ordering and location flexible collection is at the heart of the mobile internet and the impact it will have on consumer behaviour. Maybe we are truly entering the Martini age – anytime, anyplace, anywhere,” he said. Talk about product placement, Webster.