As retailers start planning for the Christmas season, online sales are expected to rise by about 14%, to an estimated £4.7bn according to research agency Mintel, with a quarter of shoppers planning to buy more on the internet this Christmas.
Digital marketing agency Liberty Marketing is advising online retailers to make sure they include specific marketing activities for mobile devices when planning their seasonal campaigns.
Analysing the online buyer behaviour of their clients’ customers, the online marketing specialists have reported on average an increase of over 22% in the number of mobile sales across all retail industry sectors over the last 12 months.
Mobile search trends have also increased. Liberty recently worked on a project and used Google data to identify search trends within the air travel market. Some significant stats for Quarter 2 of 2014 showed that whilst desktop queries declined by 4% against the same period in 2013, mobile searches grew by 35% and tablet ones were up by 20%.
Gareth Morgan, director of Liberty Marketing explains, “The use of mobile technology has significantly increased over the last three years. Google and other search engines are now able to identify the device being used and serve up a different user experience to accommodate.
Retailers need to take this into account when planning their online marketing and include a mobile optimised shopping experience and brand consistency from one device to the next, including desktops, smartphones and tablets.“
Overall, online sales will only account for just 13% of all retail sales and it is anticipated that those retailers who combine their online marketing activities with a high street presence will benefit the most.
Liberty Marketing is a specialist digital marketing agency that helps brands across the UK promote themselves in the search engines and on social media sites. They are just one of a few agencies to be granted Top Tier Partner status with Google in the UK