When it comes to clothes shopping, many consumers still prefer to visit a bricks-and-mortar store. It’s easy to see why: it offers a more authentic, tangible experience, where shoppers can browse, feel and try on clothes.
Of course, that’s not to say that mobile shopping isn’t hugely popular – and continuing to gain traction. According to a new study from Criteo, marketers across the globe witnessed a 46% hike in in-app transactions last year.
The adtech firm’s report, titled Global Commerce Review for Q4 of 2017, analysed browsing and purchasing data from more than 5,000 retailers, in over 80 countries, during the final quarter of 2017.
The study found that the average conversion rate for shopping apps during Q4 last year was 21% – significantly higher than the standard 6% conversion rate for mobile web. So, retailers that prioritise app optimisation, together with mobile web, are sure to see benefits in the form of enhanced online performance.
According to Criteo, omnichannel strategies help to inform shoppers during the ‘winding’ buying journey, which leads to more positive online results. In fact, omnichannel shoppers offer the highest lifetime value to brands; they generate 27% of all sales, even though they represent just 7% of the entire customer base.
Criteo states that retailers aiming to target the busy, working shopper cannot overlook the importance of desktop during business hours, particularly between 9am and midday. Then, optimising for mobile device targeting – such as smartphones and tablets – is vital in the evenings and during the weekends.
Criteo’s chief strategy officer, Jonathan Opdyke, commented: “Our latest report illustrates the power of shopping apps to drive significantly higher conversion rates and sales on mobile devices, and also confirms that omnichannel customers provide the highest lifetime value.
“Retailers and brands can take advantage of these trends to [optimise] their marketing efforts, allowing them to more effectively connect with shoppers to yield the strongest commerce results possible.”
Are you an expert techie who can help River Island in its quest to become a leading, digital retailer? We’re looking for people who can drive innovation within our business and help us to provide exceptional experiences for our customers, whether they’re visiting a store, browsing our site or using our apps.
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