Steady increase in mobile retailing sales
The results of a new tracking initiative launched by IMRG reveal some fascinating insights into the way that consumer behaviour is developing.
The Quarterly Benchmarking Index found that Mobile sales are up from average 0.4% at start of 2010 to 3.3% in Q2 2011/12.
The Quarterly Index is an additional reporting tool that is open to all participants in the IMRG Capgemini e-Retail Sales Index. It tracks over 40 key performance indicators across 7 categories, leading to unique insights into the performance of the UK e-retail sector.
The Quarterly Index has been launched based upon six quarters of data and throughout that period, the average sales via mobile leapt up from 0.4% at the beginning of 2010 to 3.3% in Q2 2011/2012, as confidence in the channel grows and mobile sites become more sophisticated. The highest percentage of sales through mobile for participating retailers was just under 7%.
The percentage of visits via mobile is also increasing, from an average of 1.4% in Q1 2010/11 to 7% in the latest quarter. The rate of mobile visits is as high as 12% for some retailers.
In a sign that retailer sites are becoming more engaging for consumers, both checkout and basket abandonment rates have dropped over the last six quarters, from 37% to 32% and 63% to 59% respectively.
David J Smith, Chief Marketing & Communications Officer at IMRG, commented, “Mobile has been discussed for a while now as an important channel for retailers to engage through, and with some retailers having up to 12% of their traffic coming through that channel, its popularity among consumers is clear. The Quarterly Index provides invaluable data for retailers that can greatly assist with spend decisions, for example revealing the best periods in the year for ROI and how your bounce rates compare with your competitors. This Index is open to retailers of all sizes and sectors and can perform an important role in helping to shape marketing strategies.”
Chris Webster, head of retail consulting and technology at Capgemini, says,“This Quarterly Index provides us with a unique set of data from online retailers. It allows us to monitor specific aspects of a business and discover emerging trends in consumer interaction, which ultimately provides retailers with the right intelligence to evolve their business accordingly.
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