Mobile is now the key way in which many UK consumers shop. In fact, it is how they interact with retailers and how they sculpt their own, complex paths to purchase in the post-pandemic world.
Research from Klarna not only shows that 67% more shoppers now use mobile than they did pre-pandemic, but the shift is cross generational, with Gens X and Z using it as much as millennials and boomers.
The way they use it too is key to driving growth in modern retail. It isn’t just a way to browse and buy, it is the key way in which shoppers assess what they are going to buy, where they are going to buy it from and for how much. Increasingly, it is also where they turn to delve around the environmental and ethical aspects of a business – something that is having a growing impact on how and where they shop.
The Russian invasion of Ukraine is a case in point. It has become the latest area where consumers are applying ‘ethical pressures’ to retailers and brands, with as many as 70% demanding that retailers cut any ties they have with Russia and stop advertising there.
This comes at a time when retailers are looking to drive growth globally and, while Russia wasn’t on everyone’s list for expansion pre-invasion, the fact that in the space of three weeks it has become persona non grata at the ecommerce table should serve as a stark warning to those looking at new, non-EU markets post-Brexit: things can change really rapidly in geo-politics.
Instead, dividends can be made by better targeting the domestic UK market. The key is to do so with a strong emphasis on experience and personalisation. The UK ecommerce market is rich in competition, but getting the right UX in place can make your SME business stand out.
Treasury Wine Estates has focussed on improving its personalisation in a drive to grow its D2C business, with interesting and impressive results. Similarly, niche fashion retailer Roman Originals is also looking at how UX can drive up its revenues in the UK, as we report.