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Sofa so good as Furniture Village reports new Internet basket value peak thanks to mobile retail site

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Furniture Village, one of the UK’s leading furniture retailers, reports that the average basket value on its newly-launched mobile website has surpassed that of its main website.

The retailer credits this new peak in average basket value to the accessibility and usability of its mobile retailing website, developed with mobile specialists We Love Mobile, to take advantage of the mobile internet and its use across shopper environments and other media.

The teams worked together to create one of the UK’s fastest and most streamlined mobile retail sites to date, with fewer ‘taps to purchase’ than many existing mobile retail sites.

The mobile website was launched post Christmas after extensive usability testing and has been designed to work in tandem with Furniture Village’s above-the-line and direct marketing campaigns.

Now, over one-in-five online visitors to Furniture Village’s website come from a mobile device such as a smartphone or a tablet.

Commenting on the success of the launch, Charlie Harrison, Head of eCommerce at Furniture Village says: “The mobile website has created a new shopping experience for our customers. It’s not an uncommon sight to see someone sat on the very sofa that they’re looking at on their phone. We wanted to make buying furniture as easy as possible for our customers. Our new mobile website delivers an exciting new touch-point and we’re looking forward to seeing what we can do with this in future”.

Simon Liss, Managing Director of We Love Mobile explains how the mobile Internet has changed the consumer mindset: “High value purchases are closely linked to confidence. Over 80 per cent of shoppers use their mobiles to research something before buying it and that figure is significantly higher for items like furniture. A highly-optimised mobile internet experience in-store, at home or at the till creates greater purchase confidence, which in turn, has led to the peak in average basket value that Furniture Village is experiencing”.

In building Furniture Village’s mobile retail website, We Love Mobile researched other UK mobile retail websites and found that users on some retailers’ mobile sites had to view up to seven pages before landing on a product page. For Furniture Village it is just two pages.

On the worst-offending mobile retail sites, users had to tap through 10 pages, from putting an item in their basket to completing a purchase. On Furniture Village’s mobile website, the purchase is complete in just three pages.

Furniture Village is one of the most feature-rich mobile retailing sites when compared to other UK mobile retail sites. It includes product comparisons, simple purchase (without account login) and store locators, among its features

Other findings from Furniture Village’s mobile website also add to the growing body of evidence pointing to the increased adoption of Android, with over half of the top 10 mobile devices accessing the Furniture Village mobile website running Google’s mobile operating system.

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