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Multichannel Retailers Embrace Mobile Quicker Than Pure-Play Online Traders

Published on Jun 15 2014 3:40 PM in Technology

Multichannel Retailers Embrace Mobile Quicker Than Pure-Play Online Traders

Multichannel retailers are quicker to adapt for mobile than their pure-play counterparts, according to a new report by IMRG.

The report, M-Commerce: Paradigm shift or subtle change of course?, explores increasing role of smartphones in the multichannel retail landscape today.

The report has revealed how that just over half (53%) of online-only and catalogue retailers have a mobile-optimised website, compared with nearly three-quarters (74%) of multichannel retailers.

Andrew McClelland, chief operations & policy officer at IMRG, said the news that multichannel brands are ahead in terms of adoption of mobile-optimised websites will come as “a surprise to some”.

“This is probably a reflection on the limited number of enterprise-sized platform providers available for bigger brands.”

Having rolled out mobile, it is relatively easy to replicate across other client sites, whereas pure-plays tend to have more bespoke sites, which are more difficult to optimise, he explained.

“The customers of both multichannel and pure-play retailers are already very engaged with mobile technology and won’t wait for brands to catch up.”

According to the IMRG Q1 Quarterly Benchmark of 2014, 34% of all eCommerce sales are through a mobile device - providing 48% of all traffic.

The boom in mobile advertising reflects this behaviour and demonstrates that where people go, brands will follow.

Advertising spend aimed at mobile devices broke through the £1 billion barrier for the first time last year.

Click here to download the full IMRG report.

© 2014 - European Supermarket Magazine

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