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Drapers Digital Forum: Don't look at mobile in isolation

Mobile is a central part of a retailer’s multichannel strategy but it is important not to think about the journey in isolation, delegates at the Drapers Digital Forum heard in London on April 30.

“We find mobile is great for email marketing and you see stronger conversion rates than desktop access,” said Neil Sansom, omnichannel director at formal menswear retailer Moss Bros. However, he added: “There are lots of challenges and we haven’t always been mobile first.”

Sally Heath, head of ecommerce at womenswear and menswear retailer New Look, said: “70% of our traffic now comes from mobile devices and 50% of our revenue. But the dwell time is typically lower on mobiles than desktops, resulting in lower AOV (average order values) and conversions so you have to work to streamline those processes.

“We have found that the mobile past of the journey might be a trigger for purchase, for example 65% of our emails are opened on a mobile, so it is important to understand how the whole journey works together.”

Sienne Veit, director of online product at John Lewis, said the department store sees high rates of customers opting for click-and-collect from mobile devices.

“We encourage people to access the mobile site in stores to enhance the online/offline experience. It is all about our site being easy, convenient and simple to use,” she said.

Sarah Baillie, head of multichannel business development at House of Fraser, said she thought we have not yet seen the full opportunities for an optimal payment system on a mobile.

“What worries me is the speed of adoption it will have,’ she said. “If you haven’t got the right one, you’ll be quickly left behind.”

Jens Saltin, UK country manager at ecommerce technology firm Klarna, said: “Regardless of device, the point of entering your card number is always the biggest point of drop off so retailers need to look at how to optimise that step.”

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