Retailers to increase focus on mobile marketing strategy in 2015

Research from RetailMeNot suggests retailers are planning to make major investments in their mobile strategies over the coming 12 months, with improving mcommerce platforms the chief aim for 87% of the businesses involved in the study.

Carried out among senior decision-makers in 155 retail companies in the UK, France, Germany and the Netherlands, the research found that 71% of retailers expect to drive further investment through ecommerce sales via mobile devices this year, despite 63% acknowledging that final conversion often occurs via other channels.

While mobile has often been seen as predominantly a research tool for shoppers, recent stats suggest the tide is slowly turning.

Data from Criteo shows that during the Christmas period, the figure for ecommerce sales via mobile reached 30% across the globe.

And while this percentage is slightly lower in the US at 27%, another statistic shows that the top 25% of US-based retailers are now generating almost 40% of their ecommerce transactions through mobile devices, far higher than the current forecasted rate.

Beyond ecommerce, mobile is seen as a key battleground for bricks-and-mortar stores thanks to various new technologies, including location tracking and push notifications. A 2013 forecast from Deloitte predicted that mobile will influence 10-15% of store retail sales by 2017, and many retail marketers are already well-versed in running campaigns through such technologies.

Despite this, 9% of those surveyed by RetailMeNot stated their business still doesn’t have a mobile strategy. 

“European retail has been characterised by strong growth in online and mobile shopping in recent years,” Giulio Montemagno, senior vice president of RetailMeNot.

“The survey results confirm the marketers’ enthusiasm for the potential of current and future digital marketing opportunities, despite the fact that almost two thirds of the respondents feel that they’re not yet using these technique to their full potenial.

“Targeting consumers with offers on their mobile device, which can be redeemed in store or online, can help marketers effectively drive sales and differentiate themselves from their competitors in a way that is highly relevant for their target audience. The retailers who deliver a consistent and compelling shopping experience across the customer journey will win the hearts and minds of consumers.”