Mobile is having a massive effect on the retail industry and is expected to have a bigger impact on the industry than the Internet ever did according to a new analysis from Deloitte.
Deloitte’s new Consumer Review is showing a sound 14 percent rise in smartphone use in the UK to 72 percent. Based on the rise in the number of shoppers with mobile devices in hand, we see retailers are quickly installing WiFi into stores, developing mobile apps, and optimizing marketing campaigns and mobile web sites for tablets and smartphones. In fact in a survey of 1,000 UK consumers, it was found that one third had already used some form of online wallet.
“There is no doubt that mobile is rapidly redefining the way consumers and brands interact even more than the Internet did,” said Ben Perkins, head of consumer business research at Deloitte. “Consumers are expecting convenience, simplicity and security in exchange for their loyalty. It is only by embracing mobile’s full potential with the right strategy that a consumer facing business can compete in a mobile-centric world.”
Savvy businesses that fulfill customer expectations are reaping the rewards while others that do not are at risk of being left behind. “Right now we see smart companies embracing the new business paradigm”, according to Kimber Johnson, managing director of Pacific App Design.”Those that are giving consumers the mobile experience they are looking for are seeing great results but I wouldn’t want to be in the shoes of a business that isn’t keeping up right now.”
This brings to light the importance of usability. Consumers are no longer content to just see a business has a mobile presence, but rather as the industry has grown and matured they are expecting that presence to be easy to use or they will abandon it.