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Tradedoubler report finds footfall now ‘irrelevant’ for retailers

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By John Glenday, Reporter

April 23, 2013 | 2 min read

The rise and rise of mobile is manifesting itself in ever more dramatic change on the high street, the most recent example of which comes courtesy of Tradedoubler, whose most recent report cites the smartphone's profound impact on consumer behaviour.

This highlights how the traditional yardstick of retailing success, footfall, has now well and truly splintered under the overwhelming weight of the 92 per cent of shoppers who shop by mobile.

Increasingly deal savvy punters are also embracing new forms of performance marketing, such as voucher codes and coupons, to grab a bargain, relegating many bricks and mortar stores to the status of mere showroom as 70 per cent of punters brazenly scan product barcodes to find cheaper online alternatives.

Dan Cohen, regional director, Tradedoubler said: “This is a wake-up call for marketers and high street retailers. Retailers’ traditional metric - footfall – is now an irrelevant indicator of retail success and they need to embrace performance marketing strategies now that 51 per cent of mobile shoppers are searching for vouchers or discounts for products they have seen in-store and 44 per cent are using vouchers sent to their mobile.

“Retailers need defensive and offensive strategies to protect and grow their revenues and indeed, to even remain relevant in this intense multichannel world.”

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