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UK retailers are falling short by not investing in multichannel tech

Tyrone Stewart

Retail shopper clothes mobileOnly around half of the UK’s leading retailers have invested in mobile app technology, despite 80 per cent of shoppers using a retailer’s mobile app and conversion rates being as much as three times higher than mobile sites alone.

According to an analysis of 240 of the UK’s leading retailers by eCommerce and digital agency Visualsoft, just 51 per cent of retailers have invested in mobile app technology. Furthermore, 61 per cent of retailers are not using marketplace platforms – like Amazon or eBay – to sell their products to a wider customer base.

“Despite huge growth opportunities for retailers that use multichannel technology, more than half of the UK’s leading brands are failing to invest in these invaluable platforms – a worryingly large figure,” said Chris Fletcher, head of onboarding at Visualsoft.

“We know that consumer behaviour is changing, with an increasing number of customers starting their purchase journey on Amazon and eBay. Our data shows that mobile devices account for over half of online transactions in the UK, so making it as easy as possible for customers to shop in this way is more important than ever.

“Retailers need to ensure they maximise sales by making the most of all available marketing tools. This could be particularly important with Easter just around the corner and future spending holidays in the retail calendar on the horizon throughout 2018.”