Becky Lawson

Get mobile and get ahead. It's the only trend this season.

Barely a week goes by without another story declaring the unstoppable rise of the smartphone. Only last month did Deloitte release a report that revealed UK citizens alone look at their smartphones over a billion times a day. Deloitte believes “no other personal device has had the same commercial and societal impact as the smartphone, and no other device seems likely to.”

So it’s no real surprise to learn that mCommerce now accounts for 51 per cent of all online purchases and that three-quarters of smartphone and tablet users have purchased a product or service on their smartphone or tablet in the past six months, and almost a quarter buy on mobile devices on a weekly basis. Smartphones are revolutionising the way the fashion industry markets and sells its wares and driving strong results on digital channels. Fashion is leading the pack in terms of mobile purchases in the UK, with 55 per cent of online fashion purchases now being made through mobile and four out of 10 of all fashion purchases in the UK being made through smartphones. It’s safe to say, fashion shoppers that purchase on smartphones are somewhat of a valuable audience for retailers.

While desktop purchases are still a crucial part of the mix, the power of mobile simply cannot be ignored. As clothing is the most searched-for retail category across any device, mobile is clearly a source of inspiration as well as a sales channel; consumers may make choices on their smartphone before buying on another device. It’s a classic example of the importance of the multi device journey and how you utilise it. No matter which way you look at it, mobile is the new face of commerce in some shape or form, for every consumer.

What does this mean in real terms for fashion retailers? In the simplest of terms, if your site isn’t mobile friendly, responsive and engaging, then you could be losing sales, whether they are converted via mobile or not. The UK’s largest fashion retailers New Look and ASOS have reported significant gains since their transition to mobile, with the latter growing its sales by 17 per cent to £1.1bn in 2015.

Those within the fashion retail industry are leading the pack in terms of mCommerce; so it’s crucial you’re not left behind playing catch-up. Your digital-savvy customers have high expectations, and it’s a costly mistake to overlook the opportunities that mobile optimisation can bring. According to Barclays, UK consumers will spend £53.6bn every year using smartphones and tablets by 2024. Are you ready to maximise your share? Is your site converting mobile sales? Are you inspiring your customers and giving the ultimate mobile shopping experience?

Our eCommerce platform and online marketing campaigns are designed with you, the retailer, in mind. Through A/B testing we are constantly adapting to the evolving digital landscape and user expectations. We’ve helped retailers just like you to build and grow their business online. It’s what we do, it’s that simple.

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