While the humble desktop PC emits a death rattle across Europe, consumers are flocking to tablets – devices which tend to be much more comfortable to keep on your lap when channel surfing.
According to analyst house Context, tablet sales have increased an enormous 350 percent in a single year, proving a boon to retailers who had the foresight to invest in the devices. Global MD of retail research at Context, Adam Simon, pointed out that there is a shift away from online-only retail channels, giving bricks and mortar stores the opportunity to capitalise while the consumer embarks on its cheap-and-cheerful tablet frenzy. Amazon is an example, which now stocks the Kindle in regular stores.
Click and collect is an emerging trend which is also helping the traditional retailers. Rather than waiting for the postman to stealthily drop in a “Sorry you weren’t at home” card in the nanosecond he or she was at the door, customers order online and pick up their product from a designated site. This is a pretty neat option because you don’t need to take a week off work to make sure you catch your delivery. Argos has enjoyed success with this model.
Of course, Apple is still very popular, but Context pointed out that top tablets in Western Europe also included the Samsung Galaxy Tab 2 7.0, the Galaxy Tab2 10, and the Nexus 7. Samsung’s laughing.
Context tablet analyst Salman Chaudhry said in a statement that Apple’s show and play concept “was a real leader and taught consumers to enjoy experiential purchases while also creating links between their own stores and other retail outlets”.
“Various tablet vendors are now following these footsteps by making more devices available in stores for people to trial before they buy, with even Google getting in on the act with their stands in PC World,” Chaudhry said.
