Mobile sales have increased by 66% – and account for more than a half (54%) of overall online sales made in the UK in Q1 2018.
Sales conducted using smartphones in the UK have moved from 19% in Q4 2017 to 32% to Q1 2018 on the YoY basis, finds the research conducted by Criteo – which analysed browsing and purchasing data from more than 5,000 retailers in more than 80 countries. The growth indicates clearly that today’s shoppers are making on-the-go purchases and serving as a clear pointer that retailers need to make their brands mobile-first.
Globally, retailers with shopping apps report 22% increase YoY, against those that take place just on m-web. European retailers note a 25% sale boost from their shopping apps, in comparison to UK and US retailers, which generate sales three times higher on their apps than on the mobile web.
Retailers must also prioritise and optimise shopping apps, or risk leaving money and revenue opportunities on the table, as mobile transactions are no longer confined to mobile websites only. Consumers shift between devices, environments and walled gardens, but mobile phones are still the preferred vehicle for transactions.
Matching offline and online data is key to unlocking shopper intent and purchasing power, especially as omnichannel consumers generate the highest lifetime value in terms of sales.
Despite representing only seven percent of all customers globally, omnichannel consumers contribute to 27% of all sales.
Omnichannel data is also key to optimising marketing efforts, says the study; retailers that combine offline and online data can apply over four-times as much sales data to inform their marketing strategies.
“Our latest study shows continuing shifts from desktop to mobile shopping, as well as from retailer websites to apps. Today’s shopper is on-the-go and researching across multiple screens, requiring a cohesive, data-driven approach to intersect and influence buying decisions,” says Jonathan Opdyke, the chief strategy officer at Criteo.
“For retailers with physical stores, app adoption and improved data infrastructure are opening new horizons in omnichannel marketing, with online and offline blending into a seamless and measurable shopping journey.”