Fashion mobile orders rise 250%, with mobile sales in entertainment, sporting and lingerie sectors growing over 300%
The growing appetite for smartphone and tablet shopping has caused a 250 per cent increase in mobile sales across the fashion sector during the first half of 2013, with the entertainment, sporting and lingerie sectors also experiencing growth of over 300 per cent.
The findings, drawn from Rakuten Marketing’s own data, also shows growth in mobile tracking with three quarters of the brands the network works with globally implementing mobile tracking into their CPA programme.
Discussing the popularity of mobile shopping, Mark Haviland, MD of Rakuten Marketing said: “The on-the-go, seamless and location-savvy experiences that smartphones provide make it hugely convenient for consumers to discover new products as well as compare prices through show-rooming. On the other hand, the video and image-led qualities of tablets make them a great shopping platform for customers to make relaxed and considered purchases.”
Of the findings, Haviland commented: “Our network data proves the potential of mobile, but every brand is individual and will need to consider how m-commerce can work for them specifically. Nearly twice the number of brands are now tracking mobile orders from their CPA programmes compared to last year, but there is still a way to go before all brands are recording them properly.”
With ICM research showing that nearly 40 per cent of consumers are planning to do some of their Christmas shopping on mobile, Haviland states “time is of the essence” for those brand to implement tracking in order to “measure performance regularly and make changes based on valuable insights.”
He added: “With regular mobile testing, brands can understand the power of mobile for them and put their learning into practice.”
This Christmas, tablets are expected to be a best seller with new users expected to begin mobile browsing over the Christmas period.