Industry News

E-mail Article to a FriendPrint ArticleBookmark and Share

Mobile phones increase sales, study finds

Published: February 6, 2017
forrester-logo
NRF logo

According to a press release from the National Retail Federation, digital sales are ever increasing and retailer's mobile investments are paying off.

In "The State of Retailing Online 2017: Key Metrics, Business Objectives and Mobile" report put together by the NRF's Shop.org division and Forrester, a technology and market research company, it says that digital touchpoints impacted an estimated 49 percent of total U.S. retail sales.

To capitalize on this, retailers are focusing on several key areas to enhance customer experiences across all touchpoints, growing their business for the long term. The reports says that 54 percent of retailers note that mobile is one of their top initiatives in 2017, as are marketing (46 percent), site merchandising (42 percent) and omnichannel efforts (22 percent).

“Smartphones are driving retail sales more than ever, and retailers have found that even modest investments in mobile initiatives can result in huge returns,” NRF vice president for digital retail Artemis Berry said. “This is no longer a new way to reach customers, but it has certainly become a highly effective method and one that boosts the level of customer engagement across the brand.”

The survey found that smartphones make up about 30 percent of online sales and 47 percent of online traffic, and sales made on smartphones were up an average of 65 percent year-over-year.

"Retailers are foregoing flashy emerging technology such as virtual and augmented reality, and instead are investing in customer experience," said the press release.

“Today’s customers are empowered with information and technology,” Forrester vice president and research director Fiona Swerdlow said. “To grow, retailers know they have to operate with a customer-obsessed mindset to deliver the experiences that consumers now expect at every touchpoint. It’s about having all aspects of the business—stores, mobile, merchandising, customer service, fulfillment and more—work together to deliver total value to your customers wherever they are, at any time.”