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Boost marketing effectiveness by recognising tablets and mobiles as different channels

Recognising that customers use tablets very differently from mobile devices is vitally important to Shop Direct Group as it has found customer behaviour very different on the two channels. By Glynn Davis


Boost marketing effectiveness by recognising tablets and mobiles as different channels

Speaking at a recent event in London, Jonathan Wall, group e-commerce director at Shop Direct Group, told delegates: “We originally said, ‘let’s put tablets in with mobiles’ but over the last six to nine months we’ve found it to be a different device – in terms of user journeys and times of day used – so we’ve separated tablets from mobiles.” 

As an example of how the devices are used differently Wall says that when using Google 28% of customers on a tablet go direct to a URL, whereas it is 34% on a mobile, and 39% on a desktop. The times customers are searching is also enlightening - as this begins at 5am on mobiles whereas for tablets the peak times are lunch and evening. 

The company also found a big difference in the level of conversions. Whereas mobile is two-thirds of that of desktops, the conversion rates on tablets is the same as on desktops. The average order value is even higher than on desktops so tablets are proving a very fruitful new channel for Shop Direct.

However, as Wall says Shop Direct has been “looking to get under the skin of the different behaviours on the different devices” he has found it vitally important to understand “device attribution”.

“We were attributing value to the devices as a marketing channel but now the key is to see device attribution. The conversion rate on a single device is not important it’s the conversion rate for the overall journey so it is vital we measure how our customers are going across channels,” he explains.

The upside is potentially huge as research shows customers shopping across channels (regardless of the channel they ultimately buy from) are significantly more valuable than those who use only a single channel.

At Shop Direct desktop and mobile users have a 10 times greater conversion rate than those shopping only on desktops. It is 12 times for desktop and tablets users, and 15 times for shoppers who use all the devices on their shopping journeys.

Only by connecting up the devices does Wall believe retailers will be able to fully evaluate which of their marketing is working most effectively and to apply it accordingly in order to boost their revenues.

Keep connected with the latest multichannel developments by attending the Retail Bulletin’s 4th Multichannel Retailing Summit, 6th February 2013. To view the programme and registration, click here.

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