Rakuten LinkShare have reacted to a Deloitte Digital survey indicating that mobile will influence £15bn of in-store sales this year by calling for smartphones to be the central plank of every retailers marketing strategy.
The report found that nearly half of UK smartphone users had used their phone research product information and 6% of in-store retail sales are influenced by smartphone use – equating to £15bn and almost double the value of direct purchases made via mobile.
Mark Haviland, MD of Rakuten Linkshare UK, commented: “News that such a large amount of sales are being made in store as a result of the mobile channel is proof that smartphones should be central to every retailer’s marketing strategy.
“The fact that nearly half of all smartphone users use their device to research products when shopping shows that today’s shopper is hungry for information; consumers are using 3G and in-store wi-fi and are habitually comparing prices and products using their smartphones. Shoppers are taking time to mull over purchases, so a mobile presence is vital for retailers to be considered at this ‘research’ stage of the purchasing journey.
In our own network we carry out mobile testing so that retailers who work with us can track sales made through the mobile channel. We have noticed that progressive brands are investigating and developing in-store mobile solutions for their customers, and there are a growing number of interesting partners within the affiliate space that can help these brands re-double their progress.
“Mobile is now equally integral to both the online and offline shopping experience and with Christmas on the horizon investing in a mobile campaign will be extremely worthwhile.”