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Shop Direct boss Alex Baldock: ‘Mobile is changing everything’

Shop Direct group chief executive Alex Baldock has said mobile commerce is changing the face of retail and the “real prize” is tapping into the consumer insight it provides.

More than two-thirds of Shop Direct’s sales now come from customers shopping on their mobiles and the key to growing the business further is accessing the information these shoppers are offering, according to Baldock.

Speaking at Retail Week Live, Baldock said “customer intimacy” is key to success and shoppers are giving retailers the chance to get to know them like never before.

“We’re placing a big bet on the shopping experience becoming increasingly more personal. Mobile shoppers give you so much more as they are always connected and they give you an unprecedented number of clues about how to be more relevant to them. Everything they do leaves a trace and if you know how to pick up on that you can make hay,” he added.

Shop Direct is investing further in data science and analytics to find out more about how customers are shopping and what they want, in order to make the user experience more seamless.

“Through Google analytics we are working on that funnel – getting the shopper from the homepage through to the checkout. We are able to see in real time where the friction in the journey is and we’re using that to build an easier customer experience,” Baldock added.

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