I just found out that one of my Christmas presents was bought using a smart phone. It was a case of the item that was being hunted down was out of stock so a quick jump online via the phone and the present was purchased with next day delivery.
Image by: Dru Bloomfield
This must be a worry to the already struggling high street, as if it was not enough that people can get everything online, they can now buy a product from someone else while standing in a high street shop.
It’s only going to get bigger
Online shopping is massive and can not be ignored by the high street, but the mobile branch of online shopping is growing extremely quickly as more people have access to smart phones. So what can a high street store do to compete? Well they can take drastic action much like Dixons which chose to leave the high street and become an online only store. Obviously this is a huge decision for a retailer to take and will not be open to many.
Moving with the times
Another choice is to integrate a mobile platform to their standard operations. This would involve developing an app that would make it easy for a shopper to access and purchase products without having to search online for the shop. Many already have done so including Next and John Lewis. However, with the majority of online shoppers going to Amazon or Ebay to purchase goods, it looks like it will be an uphill struggle for high street retailers to make an impact.
Tailor-made service
With people having access to the online world in their pocket it’s important that retailers are aware of the importance of the mobile market. It’s been estimated that 15% of online visitors to retail websites did so via a mobile. This is a significant volume of traffic and sales opportunities that will add even more pressure to the besieged high street chains. The amount of information available from mobile users is one of the most important aspects of the mobile sales channel. More and more sites are tailoring our retail experience to suit our interests and previous purchases, which just isn’t possible on the high street. So, if a retailer decides to become involved in the mobile areana they have to ensure that they take the time to do it well.
The end is nigh
It might not be the death of the high street just yet but it looks grim. Retailers must embrace this shift in shopping habits if they are to prosper and grow. I hope that the high street doesn’t pass on, but there has to be a balance found between traditional retail and incorporating the new opportunities that are arising.
Have you shopped through your mobile? What do you think a high street retailer can do to not get swept away? Tell me what you think in the comments below.
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January 6, 2012
business