Drapers, the leading communication channel for fashion retailers reported more than 50% of web traffic directed to large retailers is from smartphones. Many omni-channel retailers such as Levi’s and Jack Wills are acknowledging the increasing importance mobile shopping plays, something small retailers should also recognise if they want to compete with their corporate cousins.
Giulio Montemagno, senior vice president of RetailMeNot, an international organisation operating the world's largest marketplace for digital offers, says "Mobile is now the driving force behind e-commerce growth, accounting for more than one in four pounds spent online in the UK this year" An Adobe survey of marketeer's announced 63% of participants consider the quality of the mobile experience to be more important than the desktop experience. E-commerce is big business and with consumer behaviour dictating increased mobile usage, it’s imperative SME websites are mobile friendly to keep up with demand.
The introduction of 3 and 4G internet have secured the smartphone as the primary device of choice. It’s a fast, responsive point of reference that's always with you, making it the perfect shop window opportunity for your business.
The benefit of mobile shopping from a customer standpoint is it can be done anywhere; on a train, waiting at the dentist or during your lunch break. There are no closing times, no queuing and no limitations on the number of retailers you can visit. Physical stores are increasingly becoming collections points for click and collect initiatives or acting as a product showrooms. Last year it was reported the UK’s mobile e-commerce market was the largest in Europe, with Barclays predicting a 9% expansion representing £32 billion by 2019.
It’s important to bear in mind the mobile shopping is not limited to online purchasing, it also extends to browsing. Your mobile site must be easy to navigate, appealing to the eye and enhance the brand experience. Take a look at large omnichannel retailers for inspiration on how to craft an engaging online shopping experience. Take a look at our previous example of Levi’s; They showcase their clothing in different collections and layouts with full descriptions of each product. They also include blogs, interviews and eye-catching photography to draw the shopper in. There’s a detailed account of the company's history and the option to sign up to a free newsletter, capturing the customer's data for the opportunity to create and send personalised ad’s to the customer on a regular basis.
When the shopper is fully immersed in your brand and engaged with your website, browsing becomes buying. When a customer spends more time in your physical store they are more likely to spend more cash, it’s the same premises for your e-store.
Take a look at our 5 top tips to maximise online sales;
- Offer free delivery at a cost. Another proven way to increase spend is offer free delivery once the basket is over a set price predetermined by you. A UPS survey revealed 93% of shoppers would take action to qualify for free shipping.
- Write detailed copy for each product. Derek Ghel, internet marketing strategist says “It's vital that your sales copy establishes your credibility: It's through this process that your visitors come to trust you and feel comfortable enough to buy from you.”
- Highlight key benefits. Many people scan pages rather than read them. Highlighting key text can grab attention which can translate into sales. Using bold, italics, sub headings and bullet points are good ways to do this.
- Increase the opportunity for upselling and cross-selling. Having 'bestseller' or 'frequently bought together' sections encourages shoppers to buy complementary products.
- Include customer testimonials. Adding customer reviews is another way to provide your business and products with instant credibility.