Retailers are diligently preparing for the throng of smartphone and tablet device shoppers for the next holiday season. This is partially due to having 6 less days this season between Thanksgiving and Christmas. The other reason is simply due to the increase of mobile commerce over the last year alone.
Below are just a few statistics from well known businesses:
“Close to 40% of our site traffic comes from smartphones and tablets,” noted Gayle Franger, VP of omnichannel retail at PetSmart, during a private media roundtable discussion hosted by eBay Enterprise at its Client Summit yesterday in New York. “We had an amazing holiday season last year with double-digit growth.”
Sony too has seen strong mobile traffic, and it says use patterns are shifting. “Last year, we saw tablets dominating about a quarter of total site traffic,” said Alexsandar Reljic, VP of ecommerce at Sony Electronics. This year, the reverse is true and Sony’s now seeing smartphone traffic exceeding the share of tablet activity, which indicates consumers are getting more comfortable with mobile phones as not only a research mechanism, but as a means for purchase.
You might be wondering how to drive more traffic from mobile and tablet devices yourself:
“Email is such a key driver of ecommerce and, now, this ‘omnicommerce’” conversation, said John Sheldon, global head of strategy for eBay Enterprise Marketing Solutions. “Some of our clients have 60% of email opens happening on mobile devices. We [published] a study recently that found 49% of consumers are starting [transactions] on a smartphone at home and then transitioning to other devices.”
How will you be targeting holiday shoppers on mobile and tablet devices this season?