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Failure to invest in mobile costs retailers £6.6bn

Retailers that do not invest in mobile shopping could be losing out on a combined £6.6bn of sales per year, according to the latest figures.

One fifth (17%) of retailers still have no mobile offering, according to a report by the Centre for Retail Research and Vouchercodes.co.uk. Yet the number of shoppers spending on devices such as smartphones is set to increase by 73% this year.

The research, based on a survey of 1,000 online retail customers in the UK and data from the Office for National Statistics, also reveals that 15% of consumers now use their mobile as a primary shopping device. 

Mobile features also play a part in driving shoppers into stores, the study claims. Almost half of shoppers (44%) said they would be more likely to visit mobile-oriented stores in 2015, and more than a third (36%) also said they would spend more. 

However, some feel there are still potential pitfalls. Slow loading pages (64%), websites that freeze (49%) and too many products to sift through (46%) are listed as the top three barriers for shoppers using mobile.

Vouchercodes.co.uk managing director Claire Davenport said: “The growth of online and mobile spending has already had a hugely positive impact on the retail sector. However, there is still a great opportunity being missed – and it is worth billions for retailers. Customers have expressed their intention to spend more on mobile devices, so now is the time to revisit mobile strategy to capitalise on this.

“In light of the continuing fall in foot traffic across high street stores, it’s encouraging to see that there are mobile features that can help attract consumers back into shops to spend. A combination of more established features, like click-and-collect, and forward-thinking technologies like augmented reality are spiking consumer interest.”

@LukeToddUK

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