Tips for mobile strategy, as mCommerce grows again

The latest IMRG-Capgemini e-retail Sales Index shows that mCommerce sales were up 133% year-on-year in August.

According to the study, online sales were up 18% year on year in August with mCommerce driving revenues. As mobile becomes ever-more essential in the retail industry, Alex Johns, managing partner at consultancy Worth Retail, has offered some tips on creating a successful strategy in this field.

Addressing the UK retail community, he told Essential Retail: "Properly research your demographic and how they are currently viewing your website and construct a plan to target them properly via mobile."

Johns also highlighted the importance of having "a responsive website family" to cover PC, iPad and mobile, saying that customers are less likely to recommend products appearing on websites with a poorly designed mobile experience.

"Integrate your retail with your customers needs – even if you have a physical store you can capture data really easily by sending people a digital receipt if they would rather," he added.

"Great data capture mechanic and a nice touch, and is brilliantly done by Apple in its stores."

The IMRG-Capgemini research shows that multichannel retailer online sales returned to double-digit growth in August, up 17% year on year, while average e-retail basket value across the entire online retail industry was up 4% on July's figure.

Big ticket sectors performed well, with home and garden retailers seeing revenues jump up 25% and electricals businesses experiencing an 18% hike in sales.

Chris Webster, vice president, head of retail consulting and technology at Capgemini, said that August saw a return to the levels of growth "we have come to expect from online retail" after a slow July.

The rapid adoption of mobile devices and increased confidence in using mobile devices to purchase goods is certainly helping drive sales, with many retailers now seeing it contribute a large percentage of overall business. Home Retail Group, for example, said last week that mCommerce now accounts for 17% of total sales at Argos.

Retail is changing quickly and companies operating in the industry have to work increasingly hard to maximise sales. According to Worth Retail's Johns, businesses must regularly monitor customer data to stay up to date with the latest industry trends.

"Make sure you analyse data every single day so that you can adapt and change to market conditions," he explained.

"Lastly remember that a customer needs will change so be ready to change, too."