Figures from the Office for National Statistics show that 11% more was spent online in October 2012 compared to the same time in 2011. This equates to a whopping £526m per week, with ecommerce accounting for almost 10% of all UK retail spend.
Elsewhere, a recent study by Verdict Research shows that mobile commerce (mcommerce) expenditure is set to rise by 500% in the UK during the next five years. Food and grocery brands dominated the mcommerce sector last year, accounting for 30.1% of sales.
In 2017, almost every £1 in £4 spent online will be through a mobile device. However, it’s not just the direct spend through a mobile device that presents the commercial opportunity. Consumers are using their smartphones and tablet devices to research products before purchasing online and offline.
If grocery retailers and manufacturers can create positive stories about their products online, they will be part of this research process. This will enable them to increase levels of consumer engagement and could heighten the chance of transaction.
To be effective, these stories need to be genuine and easily attainable. One way to achieve this is through driving positive user comments in social media. Platforms such as Twitter and Facebook can be quickly opened via mobile devices, providing shoppers with instant access to the opinions of the people they trust. Brands need to ensure they are always engaging in these spaces and treat them as a valuable customer service route.
Another option is to use increasingly popular technologies such as Blippar. This mobile augmented reality platform enables images to be brought to life. Consumers can interact with product packaging to learn more about brand stories and access information about why they might want to buy a product. This could include recipes, serving suggestions and loyalty schemes.
Stories can also be told through simply optimising online content so that it’s mobile-friendly. This makes it easier for consumers on the move to quickly find a brand’s key messages and selling points.
There are many other ways to reach consumers via mobile, such as apps, geolocation mobile marketing, SMS etc. These all provide grocery retailer and manufacturers with routes to engaging target audiences on-the-go. The challenge for brands is to ensure they don’t remain static, and keep mobile.
Andy Poole is associate director, Weber Shandwick, based in Manchester, UK.
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