£3.5 billion of Christmas sales are set to be influenced or purchased on smartphones according to Deloitte. In fact, the business advisory firm has detailed how the influence of the mobile device outweighs the value of direct sales.
Consumers are increasingly using their smartphone to undertake thorough research before deciding on the right purchase. They analyse prices, store shopping lists and engage with friends and family using social media.
Deloitte has predicted a total of £3.2 billion in Christmas sales will be influenced by smartphones. Purchases made through mobile devices could reach £330 million. On top of that, there’s set to be £500 million in sales made through tablets.
Rakuten LinkShare MD, Mark Haviland, believed Deloitte’s findings are great news for the retail industry over the Christmas period. He also stated his belief that mobile offers a number of sales-driving alternatives for combining online and offline retail.
“The ways in which smartphones and tablets can influence a consumer’s decision to make a purchase are incredibly varied, ranging from innovative location-based services that link the online and offline world, to lifestyle sites that drive interest through dynamic content,” he said.
Strong year for retail
More Deloitte data reinforced the company’s perception that this year was set to be a robust year for retail. It forecasted sales increasing by 17% this Christmas and total UK retail sales being nudged up 1%.
Head of multichannel at Deloitte, Colin Jeffrey, felt consumers might favour online collection options. “It is also going to be a click-and-collect Christmas with those retailers who have invested in this service in line to do well as these customers spend more and collections drive footfall in to stores,” he claimed.
Jeffrey went on to acknowledge the difficulty brands could face if they fail to implement mobile support and collection options. “Retailers without flexible collection options and mobile services are failing to meet basic customer expectations and will suffer as a result,” he said.