The IMRG Capgemini Quarterly Benchmarking Index for the end of Q3 cemented the popularity of the mobile retail channel. Since this point last year, sales through mobile devices have not only just increased, but have actually doubled (from 11.6% to 23.2%).
Speculation about the monthly report usually focuses on the rise of sales via online channels versus high-street stores. However, this month’s figures were most notable for the mobile element of online spending. The ‘bounce rate’, where site visitors leave after visiting one page, increased relatively with the increase in mobile channel use. This bounce rate figure rose from 21.7% in 2010 to 26% in 2013 (year to date.) The implication is that consumers are searching more widely than before, and especially so through mobile channels.
The report also showed rising popularity of ‘click and collect’ sales, with 16% of online sales accomplished via this medium; an all time high. This demonstrates a level of validation for the drive towards multi-channel retail infrastructure. This is despite the slightly sluggish figures in July’s e-Retail Sales Index, which look to have been more of an outlier than indicative of a substantial trend.
The Capgemini press release details the headline figures; the report picked up several mentions in the media. Retail Gazette contextualised the report with arguments for how online mobile sales can be framed as a “friend for physical stores rather than an enemy,” but pointed to the increased bounce rate.
Retail Bulletin quoted Chris Webster, Vice President for Consumer Products and Retail at Capgemini, who stated that; “The record high levels of online sales via mobile devices corresponds with record high rates for Click & Collect, which now stands at 16% of all e-commerce orders. This correlation of mobile ordering and location flexible collection is at the heart of the mobile internet and the impact it will have on consumer behaviour. Maybe we are truly entering the Martini age - anytime, anyplace, anywhere.” This quote was also carried by Retail Times, which mentions the penetration of mobile in online retail visits (growing by 1,100% in the last three years).