Friday, 26th August 2011, 11:25:35
Ecommerce businesses currently making preparations for increased traffic over the festive period in order to attract higher numbers of customers could be affected by recent news from IMRG.
Following a recent study, the organisation revealed that 35 per cent of UK consumers will do more shopping using their smartphone this Christmas, which coincides with the ongoing popularity of browsing with the use of mobile devices.
Derek Eccleston, research director at eDigitialResearch, said: "This year will be one of the first Christmas shopping periods where mobile shopping will be readily available to the majority of consumers."
The eCustomerServiceIndex highlighted that 61 per cent of the 6,000 participants expressed their intentions to use the device to look at products online over the next 12-month period.
In addition, 49 per cent of those using the advanced gadgets claimed they would have no problem utilising the technology to purchase an item from an ecommerce website.
Despite the snow and poor weather that disrupted deliveries last year, researchers discovered that increasing numbers of people are set to rely on the internet for their Christmas shopping in 2011, with 19 per cent revealing they would purchase more items online this year.
Of those surveyed, the majority of individuals cited price as the primary reason they will utilise ecommerce products for their shopping needs, with 45 per cent of consumers claiming they were reliant on the internet to stretch their budgets.
For this reason, Mr Eccleston highlighted the importance for ecommerce businesses to take action to ensure they are providing the best possible service for members of the public who are searching for gift ideas this Christmas.
"The consumer now holds the power to shop where, when and how they like – it is crucial that retailers have a strong presence across multiple channels in order to maximise the potential rewards that this Christmas has to offer," he asserted.
Earlier this month, Chris Webster - head of retail consulting and technology at Capgemini - urged online retailers to improve their services following disappointing sales in June. He suggested that it was the responsibility of the company to ensure shoppers had an exciting shopping experience.
Posted by Phil Williams
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