Many businesses may be overestimating their expected levels of growth from mobile sales over the coming months.
New research published by retail consultancy Peerius has revealed many brands may currently be overestimating their levels of growth in mobile and social retail.
According to the organisation, 75 per cent of retailers believe consumers will be using mobile channels for 40 per cent of sales or more within the next two years, while 50 per cent of these respondents believe this figure will rise as high as half of all purchases.
However, Peerius revealed the attitude held by current online shoppers is actually far more reserved, with just 13 per cent expecting to make 40 per cent of their purchases online – excluding grocery shopping – by 2015.
As a result, retailers are being encouraged to amend their outlook for mcommerce – as although this sector will undoubtedly have a considerable role to play in the future of retail activities, it may take a little longer than many expect for the technology to fully catch on.
Furthermore, mobile shopping portals will also have to move with the times, as delivering a seamless and enjoyable retail experience will lie at the heart of convincing consumers that purchasing online is better and more efficient than in the real world.
Indeed, the research also revealed that seven per cent of UK consumers list ‘websites that are difficult to access via a mobile device’ as one of their personal pet hates.
In response, director at Peerius Roger Doddy said: “The focus … should be on delivering sophisticated mobile commerce experiences that engage the early minority of consumers who are ready for mobile commerce.
“Embedding innovative capabilities like personalisation are proven to drive up mobile engagement and those retailers getting it right are likely to garner a sustained advantage when the more reticent majority of consumers catch up with the early adopters.”
Meanwhile, in terms of social retail and the likely impact this will have on shopping habits over the coming years, the Peerius data revealed 50 per cent of all consumers currently value the personal interaction they get by shopping in-store, while just 18 per cent claim to get this same level of satisfaction from the online retail experience.
However, this is a growing trend, with more brands utilising social networks to interact with their customer base and to offer promotions, meaning social commerce will undoubtedly also have a role to play in any well-optimised multi-channel retail experience of the future.
Mr Doddy concluded: “It is clear that social channels like Twitter and Facebook are a long way from replicating online the social aspects of shopping in-store. However, the small group of consumers who do value online social shopping experiences are likely to be disproportionately influential.”
Indeed, social could actually be a far better fit for many smaller companies at present, as many do not have the massive marketing budgets of their larger and more well-established competitors.
Figures published earlier this month by OC&C Strategy Consultants revealed small businesses that have embraced the world of social media have actually witnessed 1.5 per cent faster revenue growth over the last 12 months than their more illustrious counterparts.