Fashion retailers should be investing in mobile, social and video to tackle the digital age, former Shop Direct Group chief executive Mark Newton-Jones told delegates attending Drapers’ Fashion Summit 2012 this morning.
Speaking about the online and home shopping retailer’s own transformation from catalogue business to digital leader, he said that mobile sales growth is “exponential”.
Newton-Jones added: “The growth here [m-commerce] is four or five times of the that we saw when we first began trading online.”
He revealed that 20% of the group’s online sales now come from mobile devices, a 260% increase in mobile sesssions compared with 2011. One-third of Shop Direct’s customers now access its sites through mobile.
The business has seen a 1,400% increase in social media contact during the same period, Newton-Jones revealed.
However, the business is not planning to utilise this into direct sales. “We’ve taken the view that to sell product through social media isn’t right,” he told delegates.
Instead Shop Direct uses celebrity ambassadors such as Fearne Cotton to engage with customers through social media platforms such as its Facebook page to build brand loyalty.