Seamless in-app experience more important than ever as shoppers continue to go mobile

UK consumers are increasingly going online to shop, according to the latest figures from the British Retail Consortium (BRC).

The BRC-Google Online Retail Monitor for the third quarter of 2017 shows a 9% increase in online search volumes across all devices compared to the same period last year. This was driven by a 23% increase in smartphone searches.

“The relentless march of mobile activity reflects the significant innovation and investment from retailers to make their offer to on-the-go customers ever more convenient,” commented BRC chief executive Helen Dickinson.

In-app sales dominate mobile shopping transactions, according to separate research from online marketing specialist Criteo, illustrating how important it is for retailers to offer a seamless in-app experience.

Among retailers that generate sales on both shopping apps and the mobile web, apps account for 63% of their mobile sales.

The research also showed that 29% of all desktop transactions in the UK are preceded by a click on a mobile device, while 9% click on another desktop before completing the transaction.

Combining cross-device data to better understand and target shopper intent allows marketers to capture higher-value shoppers, according to Criteo.

“Today’s shoppers expect that brands and retailers will deliver a personalised shopping experience at the precise moment an interaction is relevant,” explained Jonathan Opdyke, chief strategy officer for Criteo. “The findings of our Global Commerce Review reaffirm the need for retailers to adopt omnichannel strategies.”

It’s also worth remembering that many shoppers research purchases on their mobile and then go on to buy in-store.

“Retailers are increasingly embracing technology that allows them to meet consumers’ expectations of seamless shopping experiences, enabling fulfilment online or directing shoppers to their nearest stocked store,” said Martijn Bertisen, retail director at Google.

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