As traditional retail and the high street continue to struggle eCommerce continues to dominate sales growth and shows no signs of slowing down over the coming year.
If you have a sound concept there has never been a better time to take advantage of the online boom and we thought we’d highlight some trends and predictions for 2012.
1) The Rise and rise of mobile devices
As handsets and tablets become more advanced and consumers feel more confident and secure using them for browsing and purchasing products online it has never been more important to focus on how your website displays across the array of devices available.
In July 2011 Tecmark revealed that 12.59% of UK web traffic is attributable to mobile devices; Usage has grown for 17 consecutive months’ from March 2010. The rate of growth is astounding around 4000% growth from September 2009 to January 2011!
2) Multi-channel
Multi and cross channel selling strategies give vendors and customers numerous ways to interact and build relationships and will continue to grow through 2012. Customers are au fait with models such as Click & Collect and also interacting with their favourite brands via Social Media, Apps and Mobile Sites. The variety of strategies enabling customers to purchase products and interact with brands is continually expanding.
Traditional physical stores are embracing the channels and technology available to them and this trend will continue throughout 2012. Marks & Spencer’s are offering ordering terminals in-branch and even traditionally online only retailers such as Amazon & eBay are opening temporary physical outlets known as Pop-Up stores.
One of our most recent clients: Hallowood Furniture; are using their eCommerce store as a way to leverage their existing physical stores enabling their customers to purchase in the way they feel most comfortable with.
3) Convergence
As technology advances the battle for your time and money has been on-going for some time and you may not have even noticed.
The competition to become the number one device between mobile, desktops, laptops, TV’s and consoles has been heating up; all vying to become your main time sink. Now that access to high speed broadband is more pronounced than ever before, and with Smart TV’s now having the ability to go online, the eCommerce landscape will change again - not only changing viewing behaviour but with connotations on how customers can be reached and how they can buy.
Some of the biggest physical retailers now have some of the most visited eCommerce websites; TV advertising and new sales channels will impact this trend further.
4) International
As competition in any one territory increases the natural reaction is to look to broaden your marketplace, cross boundaries and expand your potential customer base.
This year will see eCommerce providers look to develop cross-border solutions more quickly than ever before. The EU is acutely aware of this development and has developed the Consumer Rights Directive which looks to ensure that general terms and conditions for online sale are consistent across the territory.
5) Silver Surfers
Much has been said of 'silver surfers' over the last few years and the older generation have definitely become more comfortable and knowledgeable when accessing and utilising the web.
Concerns of online security have been an obstacle to this demographic having the confidence to purchase online but there is recent evidence to suggest that this trend is reversing. A recent report from the British population survey (BPS) advised that to every 2 under 25’s that purchase online there are 3 over 55’s.
Couple this with the fact that purchasing power within this demographic is strong and it is easy to see how 2012 will continue to see additional growth.