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John Lewis predicts UK's first ever 'mobile Christmas'

John Lewis is predicting that 2013 will see the UK’s first ‘mobile Christmas’ with traffic from mobile phones and tablets overtaking that from desktops for the first time on Christmas Day.


John Lewis predicts UK's first ever 'mobile Christmas'

John Lewis is predicting that 2013 will see the UK’s first ‘mobile Christmas’ with traffic from mobile phones and tablets overtaking that from desktops for the first time on Christmas Day.

With mobile making up almost 50% of all traffic to the John Lewis website on 25 December 2012, the retailer said it expects that mobile will overtake desktop traffic at 5pm on Christmas Day this year. The prediction coincides with the launch of John Lewis’s new transactional iPad app.

Mark Lewis, online director, John Lewis said: “Mobile is set to be the shining star of Christmas 2013. Shopping is becoming much more of a social experience with people browsing, purchasing and sharing ideas with others using their mobile phones and tablets. We expect this to increase dramatically during the festive period as customers shop on the go and we anticipate that Christmas Day will be the tipping point for mobile.”

The retailer has released a number of statistics regarding mobile traffic to its website:

• The peak hour for mobile traffic on Christmas Day 2012 was 9pm

• The busiest day on mobile last year was 26 December, with over 920,000 visits. John Lewis expects over one million visits to its website this Boxing Day which will be a new record for mobile

• Mobile now accounts for over 40% of traffic to and traffic is up over 115% year-on-year 

• The busiest time for mobile traffic is 10pm.

• Fashion in particular has seen a significant increase in customers shopping via their mobiles, with 78% of total sales in the category now completed on a mobile device

Lewis continued: "Although customers are more likely to shop for lower value items on mobile devices, there are a significant proportion of customers purchasing big-ticket items. In fact the most expensive item we’ve sold on the mobile site was a £7,000 television.”

This year, new technology from John Lewis will include a transactional app for the iPad which will bring rich content from the retailer’s magazine and catalogues to the shopping environment. John Lewis’s iPhone app relaunched this autumn and allows customers to check its Never Knowingly Undersold commitment and read ratings and reviews.

John Lewis also introduced WiFi in all its shops to make it easier for customers to browse the web.

Lewis added: “We know that our customers shop using many channels and over the last 12 months we have seen a significant increase in sales via mobile devices. Our aim is to create a seamless shopping experience for customers, whether that is in-store, online or mobile and our iPad app fits with our leading omni-channel strategy.”

Learn the latest strategies for multi-channel implementation to achieve a single customer view at the Retail Bulletin’s 5th Omni-channel Retailing Summit 2014. This retailer-focused summit in London 5 February, is designed to enable you to maximise profits and market share through cost effective, engaging and seamlessly integrated multi-channel strategies. This is a must attend event for key decision makers and opinion formers to better coordinate their multi-channel marketing activities. Steve Moore, head of customer experience, Carphone Warehouse and Tom Allason, founder & CEO, Shutl are early confirmed speakers. Click here to register.

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