Mobile device retail traffic to triple during UK Christmas season

During this year’s Christmas shopping season 15 per cent of people in the UK who visit a retailer’s website will do so through a mobile device, according to IBM.

Based on data from the IBM Coremetrics Benchmark, UK online shopping sales in November are expected to rise by as much as 10 per cent compared to November 2010, with the growing influence of mobile devices such as iPads and iPhones being among the key factors in this increase.

“This Christmas shoppers are moving beyond the PC and on to the mobile, showing that retailers must pay close attention to this important new shopping channel,” says Andrew Jackson-Proes, IBM’s enterprise marketing management leader for the UK and Ireland.

“Retailers must invest in highly personalised, customer loyalty building systems that catch the attention of price and promotions sensitive customers at exactly the right moment and on the right channel.”

The IBM Coremetrics Benchmark analysis gathers data directly from the web sites of more than 150 leading UK retailers.

Using sophisticated analytics technology, it measures real-time sales data and online marketing results to uncover shopping trends across a wide variety of channels, including social media and mobile devices.

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