Consumers Embrace Shopping From Smartphones Especially With Brick-and-Mortar and Furniture Retailers
PETALUMA, CA--(Marketwired - Jan 27, 2015) - MarketLive, the leading Total Commerce technology platform for fast-growing retailers, today announced the results of its latest quarterly Performance Index™ report.
One strong trend evident in the analysis of MarketLive's data is that consumers have embraced online shopping from their smartphones -- boosting their spending by 125 percent across all product categories. Brick-and-mortar retailers and furniture-and-housewares retailers in particular reported even higher triple-digit increases in purchases coming in via smartphones.
MarketLive is advising retailers that the time is now for them to integrate in-store inventory and on-floor sales help with their online commerce websites and promotions in order to capture these online sales.
"Consumers are walking into brick-and-mortar stores with better product information and pricing research than the sales clerks working there. They are literally standing there in the store with their phone in their hands, researching information," said Ken Burke, founder and CEO of MarketLive Inc. "The good news is they are in the store, ready to buy. And the smarter retailers have figured out how to capture these online sales by integrating mobile shopping with their in-store experiences, adapting their marketing programs to align with how shoppers browse on smartphones, and equipping their in-store sales clerks with the tools to find the inventory and complete the transaction."
MarketLive customer Sport Chalet has equipped sales clerks at nine, soon to be eleven, of their retail stores with iPads, which they use to help customers compare products, find the right colors and sizes, and complete online purchases on their own smartphones even as they stand in the aisles of the physical store.
"Our online revenues coming from both desktop and mobile increased significantly over the holiday period, despite a device shift in customer behavior which drove mobile visitors up sharply," said Don Delzell, director of online at Short Chalet. "We believe that customers begin their shopping journey on mobile devices, often in-store, and then use the device of their choice to complete the journey."
Other highlights from MarketLive's Performance Index report include:
- Overall average order value for online purchases rose to $131.71, which is an increase of 1.5% YOY from Q4 of last quarter
- Overall retailer website traffic increased 10.2% YOY in Q4 2014 vs. Q4 2013
- Overall online revenue increased 9.1% YOY in Q4 2014 vs. Q4 2013
- Revenues specifically from mobile devices increased a healthy 125% YOY from Q4 of last year
- Housewares & Furnishings retailers in particular gained 29.3% in overall revenues, which included an increase of 121% in purchases made from smartphones
- Brick-and-Mortar retailers grew overall online revenues by 25.4%, which included a gain of 163% in purchases made from smartphones
- But conversion rates for shoppers on smartphones is still 3X lower than when shopping from a computer
MarketLive advises that merchants need to be aware of the interdependency between smartphones and brick-and-mortar sales, and support customers with mobile-responsive website design, offer social login, align in-store/mobile promotions, and carry the store brand experience across both.
The MarketLive Performance Index Vol. 27 was produced by analyzing anonymized, aggregated, U.S. traffic and revenue data from MarketLive's customers whose e-commerce websites have continuously reported data from at least October 1, 2013 through December 31, 2014. Orders and revenue are attributed to the last click that a shopper makes toward purchasing an item, based on standard Google Analytics tracking and reporting methodology. MarketLive assigns a sector classification to each customer website in order to analyze performance within different retail sectors; some websites may be included in more than one sector.
The Performance Index results are broken out by retail sector and key performance metrics including average customer visits, average order size, conversion rates, and more. The report also tracks path to purchase, cart abandonment data and offers online retailing tips and best practices, based on the real-world buying behavior of millions of online consumers.
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Interested companies may complete an online form to request Volume 27: http://www.marketlive.com/how-we-think/commerce-strategies.html
Connect with MarketLive
Since 1995, MarketLive, Inc., has been the leading provider of e-commerce technology and services that help fast-growing companies successfully sell goods and services online. Designed to meet the unique requirements of catalogers, retailers, direct marketers, and manufacturers, the extensible MarketLive® Customer Driven Commerce technology and services solution integrates commerce across all channels, enabling merchants to enhance their customers' experience online while dramatically improving acquisition, conversion, and retention rates.
The MarketLive platform is the most retail-targeted, fully featured, customizable Total Commerce solution on the market today. MarketLive powers many successful retail e-commerce sites, including Armani Exchange, Party City, Perricone MD, Sport Chalet, Sundance, Helzberg Diamonds, John Deere, Title Nine, Intermix and others.
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