Belfast Telegraph

Sunday 20 April 2014

Developing strategy for mobiles is a smart move

Question: I own a boutique retail outlet. How important is it for me to have a mobile strategy?

Jonny Kelly, commercial director at digital agency Origin Partners, replies:

Mobile commerce is finally here, and it's proving to be big business for retailers with the right approach. A combination of technology leaps and growing consumer demands are changing the way buying decisions are made. A recent Deloitte report, for example, found that a visit to a retailer's mobile website during a shopping trip increased the chances of making a purchase from 66% to 74%. The report also outlined that the influence of mobile information is likely to more than triple within the next four years. That makes a mobile strategy vital if you are to cash in on the long term opportunities in the global marketplace.

Ultimately your mobile sales strategy should look to ensure you deliver a high quality consumer shopping experience. That could be through simple improvements to make sure your website is optimised for smartphone users with content loading quickly and presented correctly for mobile viewers. Amazing many retailers still do not know what their websites look like on a smartphone.

If you are keen to explore the option of using an app, there are some clever features that can drive sales and showcase products, provide discounts and generate interaction. An app can also give you good market research and tell you what customers are looking for.

Making sure you don't get left behind doesn't always mean you have to have a unique app, but they can help keep you on top of your game.