Thursday, 9 February 2017
Who will retailers have their eye on this Valentine’s?
Will it be you?
It is less than a week to go until cupid pulls back his bow (as the lyrics go) to capture the heart of the one he loves. Valentine’s is now one of THE retail landmarks of the year. Clearly a boom time for retailers with consumers racing to the shops, to find the perfect Valentine gift for their loved one or let’s not get ahead of ourselves, the one they admire.
Valentine’s purchasing channels
Whilst this talk of Valentine’s fills our vases of flowers and removes valuable notes from our wallets, why will retailers be looking closely at how consumers choose to purchase their Valentine gifts?
Recent research by Adobe Digital Insights (ADI), suggests that the way we choose to purchase is changing. The research outlines, that the rise of online purchasing via smartphones is set to increase. During the 2016 Christmas period, 21% of Christmas purchases were made via smartphones, a year-on-year increase of 23.5%. According to the report, UK shoppers were ranked the highest in terms of volume of purchases coming from a mobile device, with $3.80 out of every $10 spent via mobile.
Love mobile engagement
Consumers have clearly voted with their mobile devices demonstrating how they like to make their purchases. Retailers now have a phenomenal opportunity to embrace their mobile orientated consumer; for a whole plethora of customer experience driven engagements to further secure share of consumer wallet.
In-store retail experiences have for years been closely moulded to consumer’s desires and impulses. It is evident, from this research that the consumer’s mobile customer experience journey needs to be thoroughly mapped out too.
ADI’s research suggests that the UK spent £24.5 bn online in the last two months of 2016. This is a staggering 11% more than the previous year. The research data also suggests that just under 60% of online visits within the UK were made on Mobile device. This level of consumer mobile engagement, is no surprise to us at OnePoint Global. The question for retailers is what surprises will Valentine’s bring them this year?