Conversion rates from mobile commerce remain extremely low when compared with desktop and tablet, as people often prefer to use smartphones for research rather than purchases.
However, I’ve recently come across data which shows that smartphone apps are an exception to this rule, and in fact convert at a rate that’s closer to desktop than the mobile web.
Data from mobile commerce platform Poq Studio shows that in November and December 2013 conversion rates from smartphone apps was 1.8% compared to 2.4% on desktop and 0.73% on the mobile web.
This is indicative of the fact that mobile apps are generally used by loyal customers, as the data also shows that 78% of apps users were return visitors, compared to 40% on mobile sites.
Furthermore, former ASOS director James Hart previously stated that the company’s apps saw a “much higher” conversion rate than the mobile web.
Push notifications have the potential to be a powerful tool for mobile marketers as they allow businesses to target app users with timely, relevant news and offers.
A new Mobile Maturity Report from Urban Airship indicates that they are a widely used marketing tactic, with more than half of companies with apps reporting that they use push notifications to engage their audience.
With the exception of finance companies, 70% to 80% of companies with apps use push regularly.
However from personal experience I’ve found that very few companies make use of push messages. My phone is loaded with various apps from all the reviews I’ve written over the past few years, yet only one or two have ever sent me notifications.
I’ve previously blogged about Debenhams’ clever use of push messages, which were timed to coincide with seasonal sales or events such as Valentine’s Day or payday. These messages were enough to make me click through to the Debenhams app, even though it’s not really the sort of retailer I tend to buy from.
Here I'll look at the push messages I've received from Walmart, Asda and The Rolling Stones. And for more information on mobile marketing, download Econsultancy's Mobile Commerce Compendium.
Pinterest drove an unprecedented amount of traffic to retail sites in Q4 2013 achieving a 50% quarter-over-quarter increase in revenue-per-visit (RPV).
In fact, Pinterest has overtaken Facebook for UK referral revenue and is expected to do the same in the USA this year.
This should come as no surprise. The business case for retailers investing in Pinterest is well past the tipping point. With over 70m global users, Pinterest is now the third most popular social network.
Also, with the amount of Pinterest Pin it buttons overtaking the amount of Facebook Likes on product pages, retailers are realising that Pinterest is a key way to drive sales.
Reserve-and-collect services are becoming ever more important for ecommerce retailers as consumers increasingly expect to be able to pick up their purchases when and where they choose.
In the past few weeks Asda has said it is looking to expand it click-and-collect service by installing collection points in new locations, which may include petrol forecourts, tube stations and university campuses.
Similarly Selfridges has opened a new drive-thru collection point on London’s Oxford Street, while a new service called StreetHub has launched with a view to helping small, independent retailers tap into the click-and-collect trend.
With this in mind, I thought it would be useful to round up some stats which show just why retailers are so keen to provide new delivery services to their customers.
When I was a kid, riding trolleys down supermarket aisles and giving my twin brother beats in public were the symptoms of my boredom at the local Tesco or Asda.
That was before ‘retail-tainment’ involved the smartphone or tablet.
The supermarket is the perfect crucible for 'retail-tainment'. Outside of big cities, supermarkets are captive markets, often entailing a long visit with the family, and competing with rival stores on a weekly basis.
Winning the battle to keep kids obedient or event interested in store would be a boon for any supermarket chain.
At the moment, there are supermarkets such as Asda that are synonymous with family, but none that have mastered retailtainment. More apps and in-store challenges with rewards will provide an effective antidote to the rogue use of toys by children that then abandon them in the bakery aisle.
Asda is using Zappar to offer kids the chance to be greeted by Sir Spook in 400 of its stores. Combined with some physical events, pumpkin carving and the like, they're aiming to be the family supermarket at Halloween.
Amazon has overtaken Topshop to become the most popular retailer on Facebook, according to a new report from eDigitalResearch.
I’ll obviously lay down the usual caveat at the start – success on social isn’t just down to the size of your fan base. In fact we recently blogged about the dangers of measuring social based on fan counts alone.
But that doesn’t mean it’s not interesting to look at which brands are the most popular across various social networks.
Ecommerce accounts for around 5% of all grocery shopping in the UK and is set to be worth around £7.5bn this year.
That figure is predicted to grow to just over £11bn by 2016, so it’s certainly a market that’s worthy of attention.
I only recently made my first online grocery order and wasn’t particularly enamoured with the user experience, so thought I’d trial the checkouts of the three big supermarkets – Sainsbury’s, Tesco and Asda – plus online-only retailer Ocado.
New data shows that the use of commerce and banking apps is growing faster among UK Android users than the use of gaming apps, however Google and Facebook still dominate the market.
According to stats from Nielsen, seven of the 15 major apps experiencing the fastest growing usage among Android users are commerce apps from the likes of Tesco, Amazon and Quidco.
But Nielsen’s definition includes apps used to buy digital products, general retail products, and experiences through social commerce.
If you look at shopping apps from retailers, only Tesco and Asda are represented in this list.
We've previously looked at whether retail apps deliver a decent user experience on Android by investigating store finder functions and Debenhams' use of push alerts to notify users of sale and discounts.
Last year, David Moth reviewed Asda's mobile site, and was critical of a few aspects of the site.
It has since been updated so, in the interests of fairness, I decided to revisit the site to see how well Asda is adapting to the enormous opportunities that mobile provides...
Last month I reviewed Asda’s new photo website which the retailer claimed was “the easiest and most convenient to use in the United Kingdom”.
It sells a range of personalised products including canvases, pet beds, mugs and stationery.
I found a number of fairly obvious usability issues that rather undermined Asda’s bold design claims, and in fairness the retailer was quick to respond to my points in the comments section.
Asda’s photo team said to check back at the end of the month to see the final version of the site, so I thought I’d have a look and see if any of my comments have been taken onboard.