Retailers 'fail to capitilise on expanding mobile sales channel'
Of the retailers surveyed, only 12% had an m-commerce strategy in place, while 88% were not yet capitalising on this growing sales channel. Last year over 10 million online UK consumers used their mobiles to make a transaction.
The survey, conducted by Maginus which provides integrated software for multi-channel retail companies, revealed that only 35% of those retailers with an m-commerce strategy in place were considering integrating it into their other sales channels. The remaining 65% had not even having considered m-commerce as part of their overall multi-channel strategy.
Russell Dorset, sales and marketing director at Maginus said: “This new channel to market has created a need for hybrid multi-channel. Retailers need to realise the importance of integrating all sales channels to ensure seamless customer service across the business. A standalone sales channel is simply not enough, especially as consumers now expect an integrated service that enables them to purchase an item via their mobile device or online and then take it back in-store”.
However, 60% of retailers not using this channel said they were looking to do so in the next 12 months. Of these, 88% agreed that improved customer service and keeping ahead of the competition were the driving factors behind future adoption, closely followed by increased sales and integrating business process (62%).
Russell added: “With the proliferation of smart-phone devices, the emerging trend of mobile commerce looks set to continue to grow in popularity. With the majority of retailers revenue now generated through e-commerce sales and m-commerce, enabling consumers to purchase goods anywhere at any time, it could fast become the predominant sales channel.”
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