Australian retailers are notoriously bad at optimising their websites for mobile visitors. Yet at least 25% to 30% of your website visits will be via mobile and tablet. For one client, I’ve watched their sites’ visits from mobile devices go from 6% to more than 30% in 18 months. Mobile device driven eCommerce is just not taken seriously enough in Australia – yet the opportunity is very much in this space as people use their smartphones and tablets as the second screen when watching television.
Also where are the contextually driven landing pages when consumers are using mobile search to find your store locations? No more excuses – 35% of global shoppers surveyed by IBM were unsure whether their next purchase was going to be physical or internet based and if you don’t have a decent ecommerce site, you are even more likely to be losing customers to online stores thanks to showrooming, with a whopping 50% of online purchases being driven by showrooming.
What is “showrooming” I hear you ask? It’s a burgeoning trend in which consumers browse goods at a store, but ultimately buy them online
See this infographic from IBM which visualizes the opportunities available to retailers. Photo credit: IBM on flickr
“Showrooming” is driving 50 percent of online sales. (Credit: IBM)