With mobile phones and tablets overtaking traffic from desktops for the first time ever, we are set for a very mobile Christmas. More than ever retailers need to be digital-ready to make sure both high street stores and e-commerce sites are mobile ready, as users flock to these platforms like never before.
Argos is a great example of a retailer gearing up for the Christmas rush. As part of its digital overhaul, this Christmas the company is partnering with Blippar to enhance its Christmas gift guide, as well as its in-store experience. By scanning AR codes in the guide, smartphone and tablet users are able to buy products directly from their mobile devices. To further engage shoppers, the retailer has offered additional mobile content including interactive competitions and behind-the-scenes footage. Similarly Tesco has created its crossplatform ‘Christmas Hub’ which allows consumers to access practical information and gift ideas from any device. The idea of collating these in one place, gives easy access and an immersive experience for consumers. Facilitating purchasing and keeping consumers within the brand hub will be the key to success, as competition is high.
Not only do retailers need to be considering the shopping experience in the lead up to the big day, but also the vast number of consumers set to get a tablet or smartphone as a gift. According to Currys, consumers are set to buy 1 million tablets this Christmas. It’s not hard to imagine that consumers will be keen to hit the internet on their new devices and start ordering their favourite items.
Last year IMRG and eDigitalResearch found that 42 per cent of consumers browsed the internet while watching television on Christmas day and Boxing Day. Naturally, this raises the importance of second screen viewing to purchasing behaviour over the festive period. Consumers will be browsing on their tablets, perhaps checking out the items they might want to buy in the Boxing Day sales. Retailers need to ensure they provide a seamless experience for consumers by linking up these online and offline experiences, perhaps allowing them to build lists of items that they are looking to buy on the high street in the Boxing Day sales.
The possibilities for mobile this Christmas are boundless. Retailers need to be thinking ahead to the Christmas rush, but also the time spent after the big day. Purchasing needs to be as seamless as possible and any efforts to alleviate the stress associated with Christmas shopping will be well-received by consumers – the reason why shopping via mobile devices has become so popular. Utilising mobile should be first on every retailers Christmas list this year.
By Peter Veash, CEO of The BIO Agency.
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