A steady rise in multichannel shopping shows that consumers are increasingly buying via mobile, supported by mobile payment options that are faster and more convenient than ever. For example, 20% of Domino's UK orders are made on mobile devices, usually iPhones and iPads. The head of Domino's commercial systems observes: 'One thing is for sure – there is a clear shift in consumer behaviour where mobile is the channel of choice'. Yet according to one study, only half of the leading UK retailers have optimised their e-commerce websites for mobile access, compared with 100% of the leading US retailers.
Claire's, a fashion accessory retailer, is building its first UK e-commerce site with mobile marketing in mind. 'By the end of 2014 we foresee that mobile transaction usage will
overtake desktop computers', explains its director of European e-comm. 'Right now, 66% of 14-23 year-olds own a
smartphone and 73% of teens are active on social media. We wanted our
site to be an extension to our consumers’ lifestyles, an engaging
destination to explore the latest trends and share their voice with us'. Marks & Spencer is experiencing higher multichannel purchasing, and is emerging as a leader in in-store contactless payment acceptance, processing more than 230,000 Visa contactless payments every week. According to one M&S manager, 'Contactless helps reduce queue times even further, giving customers a payment option that's even quicker than cash'. Still, Marks & Spencer recently reported lower profits and is seeking to generate higher turnover in key categories such as apparel, which carry higher profit margins than food products.
Industrywide, high-street stores continue to go bust, leaving a high number of retail vacancies in many cities and towns. Will multichannel marketing lead to more vacancies in the coming years if shoppers shift most of their purchasing to mobile or online sites?
