The use of mobile traffic from smart phones and tablets has boosted conversion sales rates at Shop Direct by 150%.
Conversion sales at the etailer were 15 times higher when customers used both phones and tablets to research products before making their final purchases via desktop.
Purchases were 12 times higher when shoppers browsed items on tablets alone before buying online, while sales were 10 times higher when customers looked at products on smartphones prior to emptying their basket on their desktop computer.
Speaking at Drapers Digital Forum on London’s Euston Square today (February 25), Sam Barton, head of user experience and mobile at Shop Direct, said the team was seeing a “rapid change” in the way customers were shopping, with “seamless shopping” between platforms essential to boosting sales.
He said: “We don’t mind where our customer shops, whether it be on their smartphone, browsing on their tablet while watching Coronation Street or on their desktop at the office. The use of mobile devices boosts that overall sales conversion.”
“The most important thing is that experience is seamless so that shoppers can pick up their purchases hassle free, whether that be offering a soft log in or the same basket of items at the check out.”
Shop Direct has seen a 50% rise in mobile shopping since 2009, and it now accounts for half of all sales at the company.