Will People Ever Go Shopping On Their Mobile?

According to Kantar Worldpanel, over half of the UK population now have a smartphone. But will people ever use it as a market place that could challenge the traditional retail environment?

Internet and application access on mobiles has empowered customers to make purchases in almost any place at any time; should they wish to. According to the IAB and PWC, the percentage of mobile visits to online retail sites rose from 2.6% in 2010 to 8.2% in 2011 while the average transaction carried out on a mobile device rose from £12.20 to £17.49.

However, claims of mobile retail replacing the high street are exaggerated. Shopping online is complementary to the retail experience, not competition. Purchasing on a 3 inch screen as an experience barely compares with going into a store to try on clothes, test out the latest gadget or browse interesting books. Even as a proportion of online sales, only 5% are done via mobile.

What mobile is great for is to assist retail, both online and in-store. Whether this is to increase footfall, pay for products in-store, or mobile marketing. Sarah Ballie, Mobile Commerce Manager from Debenhams has made the point “There are many benefits of people engaging on mobile within the store: allowing them to double check prices against the website, read reviews or share products with friends for a second opinion”

  Mobile is a platform that is often used in conjunction with other media, it is important to be used with broad mix of media to engage with users. It is an engagement tool, not a market place. At least not yet.

Paul Barnes

Media Analyst

Inflation and Trading Down Brands

Rising prices and a move to cheaper brands are a hallmark feature of the economy over the last 5 years. However, with the UK recently reaching the lowest inflation level for 2 years, could this be the start of the premium brand revival? 

How to Achieve Consumer Satisfaction?

TEDx posted this entertaining and interesting talk from Rory Sutherland explaining why perspective is so important and how reframing is key to happiness. 

Rory gives some great insight into how brands and marketers can refine their message for consumer satisfaction.
   

Sutherland argues that consumer satisfaction is greater when individuals feel they have more control over their lives. 

Two interesting points are highlighted 

Post-Recession Consumer Trends

Despite slipping back into recession, sooner or later the UK economy will start to grow again. Recently I read a great article ‘Understanding the Post-Recession Consumer’ from Paul Flatters and Michael Willmott, about future trends in consumption for the near post-recession and longer term trends. 

Flatters and Willmott identified 8 key trends as below. 

How will the Olympics Benefit Sponsors and the UK

Summer 2012 will bring the Olympics to the UK, with several million spectators following closely behind.

 “The Olympic Games give the host country exposure on the front page, in the middle pages and on the back pages of every newspaper in every country on Earth over a six-week period.”

Michael Payne, International Olympic Committee.