Retail Sales Down? Try Getting Mobile


Ever since I stepped into the now, so to speak, and got a smartphone, I’ve been much more aware of the need for businesses to have mobile web sites. Even when I’m at home — why not use my Blackberry when my computer is all the way in the other room? (Some call it lazy; I call it resourceful.) At any rate, emarketer.com offers some food for thought that may help your retail sales climb in 2011:

Retailers without a mobile-optimized website may be missing out on sales. According to recent research from mobile and social marketing consultancy Brand Anywhere and Luth Research, 51% of consumers say they are more likely to buy from retailers that have a mobile site. But fewer than 5% of retailers have such a site.

Which retailers would benefit most? According to the study, the product categories most likely to attract mobile-commerce customers include auto dealerships (88% of mobile phone users); auto parts (65%); furniture (62%); florists (61%); jewelry, luggage and leather goods (60%); liquor (50%); sporting goods, books, hobby and music (49%); and clothing and shoes (47%). However, all categories in the study would benefit to some degree.

In February 2010, Multichannel Merchant found nearly 80% of multichannel retailers had no m-commerce presence at all, and April research from eROI showed fewer than one-quarter of marketers overall had a mobile-optimized website.

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