Retailers encouraged to take ‘omnichannel’ approach to marketing

Retailers have been urged to meet consumer demand by allowing purchases to be made in as many ways as possible – including on the internet and via smartphones.

New research carried out by Conlumino for eBay revealed that the amount of money spent via mobile devices (smartphones and tablets) will more than double over the next 12 months. Neil Saunders, a director at the research organisation, urged firms to respond to this situation.

He told “Retailers today must take every chance to engage consumers, giving them every possible opportunity to buy and interact with their brands. An ‘omnichannel’ approach is key to making this happen and retailers can’t afford to stand still.”

Omnichannel as a concept means that a retailer allows transactions to take place on multiple platforms. According to the Conlumino study, the amount of mobile commerce has shot up by 55 per cent since a year ago, which will no doubt generate greater interest in producing effective mobile marketing strategies.

An important factor in the future development of m-commerce could be the emergence of 4G internet, which should speed up connections and make transactions smoother. reports comments from eBay’s senior director of m-commerce, Olivier Ropars, who predicted that 4G will make the sector more ‘immersive, instant and intimate’. He also pointed out that it will allow people to shop anywhere.

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