In order to keep up with modern consumers ever changing shopping habits,
fashion retailers have been launching a slew of new mobile apps, in an
attempt to connect with shoppers in their new playing ground. Thursday
morning alone saw the offical roll out of premium online retailer’s newest
app , whilst Swipe Boutique, the
self-proclaimed fashion app based on Tinder for handbags, launched on
Googleplay. However as the mobile fashion market becomes further and
further saturated with numerous shopping apps and digital stores, data from
IMRG and Capgemini suggests that mobile sales in the UK “may have reached a
plateau.”
Mobile sales growth in the UK show signs of ‘normalisation’
According to data from the IMRG Capgemini quarterly benchmark, 42 percent
of UK online sales were made via mobile and tablet devices during the
second quarter of the year – the same percent witnessed during the first
quarter of the year. This is the first time that the percentage had
remained static since IMRG and Capgemini began measuring smartphone and
tablet sales in 2010, when a mere 0.9 percent of online sales were
completed through mobile devices.
Since then, mobiles sales penetration in the UK has increased at a
staggering rate, hitting 37 percent in 2014. Over the past few months, the
retail research and consultancy firms have noted signs of “normalisation,”
with year-on-year growth for 2015 being comparable to the same periods in
2014. “On the surface it looks like sales via mobile devices have stalled,
although these figures alone don’t tell the full story,” explains Tina
Spooner, chief information officer for IMRG.
Fashion retailers should work to increase consumer confidence to boost
mobile sales
“While tablets currently account for almost three-quarters of sales through
mobile devices, sales growth through smartphones is rising at around
four-times the rate of that through tablets and conversion rates on both
device types are increasing,” says Spooner. “Figures from a number of
manufacturers show sales of tablet devices have also slowed – it may be
that the next mobile growth spurt will be purely driven by increasing
consumer confidence in using smartphones for online shopping.”
Alex Smith-Bingham, head of digital, consumer products and retail at
Capgemini adds: “UK retailers have capitalised on the available consumer
technology to create an engaging and reliable experience for their
customers. As this technology evolves and is enhanced, so too will our
shopping experience as I predict retailers will approach the opportunity
with the same level of zeal as they have with mobile devices.” Fashion
retailers should therefore focus on offering an engaging app or platform
which enhances the consumer shopping experience, rather than hinder it.
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