This Thanksgiving weekend mobile stole the show.
Mobile phones accounted for 55% of website traffic on Black Friday, and 36% of sales, according to data from Adobe. Walmart, the world’s largest retailer, saw 60% of orders on Black Friday come from mobile devices, a 10% jump from the following year.
So what does it all mean?
- The desktop is dying. These numbers are proof that the world continues to go mobile, and there is no turning back. However, many retailers are still lagging behind. The recent NewStore Mobile Retail Report found that only 22% of brands and retailers offer mobile apps that can be used for making purchases. This shocking statistic demonstrates the massive missed opportunity for brands to fully engage with consumers.
- Although mobile traffic continues to grow, conversion still lags behind the desktop. Unoptimized mobile websites convert at ⅓ of the rate of desktop, meaning retailers continue to leave a lot of money on the table on massive holiday weekends. On average, a mobile transaction requires 21 fields to be completed.
- Loyalty is more important than ever. Customers continue to purchase from websites they know best, including Amazon and Walmart. The bigger players with loyal followings continue to consolidate their advantages.
- More people are buying online than ever before. The argument that people will not buy fashion and apparel online continues to be disproven.
- Without mobile bridging the online and offline gap, in-store foot traffic will continue to hurt. The vast majority of sales still occur offline, but online is growing rapidly. The longer retailers treat these two channels as separates, not equals, the longer it will take to adapt to the channelless world customers now live in. Brands need to build the experiences customers expect, and this means mobile-driven experiences online and offline.
Are you ready? The future of retail is mobile.
Download your copy of the 2016 Mobile Retail Report and learn best-in-class examples of mobile strategies done right; along with actionable next steps on how to better compete in a mobile-first world.