Over the last year we have noticed several prevailing trends across the online retail landscape. First there was the trend towards social as people found new ways of easily connecting to each other online. While connecting with friends was one element, many retailers used this opportunity to successfully create more personalized relationships with their customers through various social networks.
Second we noticed a shift towards local, most famously embedded in the rise of coupon giant and recent stock floater Groupon and the multitude of daily deal sites that followed. The point here is that customers are looking for information and products that are not only relevant to their interests but also to their location - I want it and I want it here and now...
Lastly, we observed a technological shift that one may argue is more fundamental and fuels the trends in social and local. We are talking about the shift from desktop and laptop Internet use to mobile platforms such as smart phones and tablets. An Ofcom report from August 2011 shows that over a quarter (27%) of UK adults are now smartphone users and that 59% of those users purchased their new device within the last two months[1]. This not only enabled them to be more social and to make use of the device's GPS for finding great deals, but it also encouraged them to browse, search, compare and purchase on the web.
We have tracked this development over previous years and have seen search queries from mobile devices surging, particularly in 2011. Looking back on last year, Christmas is the day that mobile queries experience their annual peak. The most likely reason for this is that consumers are visiting their family and friends and are using their mobile devices to compensate for not having access to their computer. In addition, with phones and tablets being great Christmas presents there are many new mobile devices tested for the first time during the same period, which further amplifies their usage during the festive season.
As seen above, mobile Internet usage in the UK became more dominant during the past two months with weekly peaks on weekends. While mobile queries accounted for 14% of total retail queries this summer, the share increased continuously to reach a record breaking 26% on Christmas Day. Within this overall retail category apparel queries reached 27%, while consumer electronics and home & garden queries had a mobile share of 24% and 26% respectively.
What does this mean? It certainly indicates that mobile has been huge this Christmas and retailers capable of offering a good mobile experience will certainly have benefited. Moreover, it means that we may have reached a tipping point in which mobile has achieved enough momentum to really make a difference. Pleasing the customer across all devices and providing a seamless experience is one of the main challenges for 2012 and we are excited to see how UK retailers will deal with this challenge.
[1]Ofcom, The Communications Market Report, United Kingdom
Posted by Ivan Pintar, UK Retail Team
Thursday, October 13, 2011 | 2:19 PM
Labels:
Best Practice,
Christmas,
Retail,
Retail UK Blog,
Trends
The UK and Dublin Retail teams have created two new newsletters for e-retailers. The UK Retail Newsletter provides an overview of some of the latest product updates and industry insights. Meanwhile, the Xmas Newsletter focuses on how you can improve your AdWords account level basics ahead of this year's peak shopping period.
Posted by Dave Byrne, UK Retail Team
Wednesday, September 28, 2011 | 4:40 PM
Labels:
Digital Basics,
Groceries,
Innovation,
Peter Fitzgerald,
Retail UK Blog,
Trends
OC&C Strategy Consultants recently produced these videos of Peter Fitzgerald in conversation. Each offers a snap-shot on innovation, future trends and some of the success stories from the world of online retail.
The importance of getting the digital basics right:
Why retailers should focus on putting the customer first:
The success of grocery retailers online:
Amazon's innovation in the online space:
Posted by Brendan Patterson, UK Retail Team
Friday, September 16, 2011 | 3:28 PM
Labels:
Google Shopping,
Local Availability,
Nearby Stores,
Retail UK Blog
(Cross-posted from the Google Commerce Blog)
Last year, we announced a Nearby Stores feature to help online shoppers in the U.S. and U.K. find products offline. When a merchant stocks an item in their online store, we make an educated guess that they might also stock it offline - and recommend you “call for availability” to see if they have it in their store nearest you. This week, we will be launching this feature for online shoppers in France, Germany, Italy, Spain, the Netherlands, and Australia.
We’re also launching a beta version of our Local Availability feature in Japan, the U.K., France and Germany, together with some top retailers in those countries, including Yodobashi Camera, Argos, Debenhams, HMV, Boulanger, and Hornbach. With Local Availability, we work directly with the retailer to tell you what they have available in their stores, and at what price. Whether you’re shopping for a last-minute gift or simply don’t want to deal with shipping, you can quickly and easily find what you’re looking for.
So head to Google to start shopping locally - and if you're a retailer with store locations in our launched countries, follow the instructions in our Help Center to make sure you’re included in our Nearby Stores feature. Local Availability is currently in limited beta in the U.K., Japan, France and Germany, but we hope to make it more widely available in the future.
Posted by Jens Münch, Strategic Partner Developer, Google Shopping
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