Latest figures show that 20% of UK business turnover was generated by eCommerce sales, an increase from 16% in 2009, but firms must not think a simple online offering will cause these sales to continuously grow, industry veteran Dan Wagner warns.
The figures from the Office of National Statistics show that the UK’s level of eCommerce sales is the joint-third highest of any EU nation, behind the Republic of Ireland (52%) and the Czech Republic (29%), and joint with Hungary (20%).
However, Powa Technologies founder and chief executive Dan Wagner, warns that consumers are now demanding more than just a simple online offering.
He commented: “What businesses need is an all-encompassing digital approach if they want to capture sales and drive growth. The rise of the smartphone means that consumers are demanding to be able to purchase products from their device anywhere in the world, at any time.
“Separate online and offline strategies are simply not enough anymore. And those that have no digital strategy whatsoever will face extinction. Forward-thinking retailers have realised this and are adapting – that is why we have more than 1,600 leading brands signed up to use our mobile commerce platform PowaTag.
“If retailers target shoppers across all mediums and build a solid omni-channel approach, sales will grow and they will see consumer engagement deepen. With more than 60% of adults in the UK owning a smartphone – a figure which is rising year-on-year – businesses must leverage the ubiquity which these devices offer if they want to drive sales.”
Powa Technologies created the PowaTag mobile commerce platform to give retailers the ability to meet changing consumer demands. After downloading the free app, customers can complete transactions in seconds with pre-stored information, using a variety of triggers to suit different environments. Users can scan printed tags on anything from products to displays and adverts, pick up audio tags in live and pre-recorded broadcasts, or simply tap to buy instantly online and through social media, Dan explains.
He added: “Previous research from ONS revealed that 96% of UK adults now go online via mobile devices and 76% shop online, so we are clearly reaching a tipping point in consumer habits. This is a huge opportunity for retailers to move the shopping experience beyond the rigid and outdated queuing and paying structure.”