Retailers without a comprehensive mobile commerce strategy are at risk of extinction, an e-commerce veteran has warned.
Dan Wagner, a British Internet entrepreneur and founder of Powa Technologies, said that despite the vast majority of people shopping online, “a surprising number of brands and retailers” have still not adapted their strategies to match consumer demand.
His comments came in response to research published today by the Office of National Statistics, which reveals that 96% of UK adults now go online via a mobile device and 76% shop online.
“The advent of the smartphone and access to reliable mobile internet has changed the landscape completely in the last five years. In today’s always-on, mobile-driven culture, it seems hard to believe that only 24 percent of people accessed the internet via mobile in 2010,” said Wagner, who is best known for becoming one of the youngest CEOs of a public company when he was 21 years old.
“People have become accustomed to the ability to browse and buy on a whim, and time is running out quickly for those brands without a comprehensive mobile strategy.”
Driven by smartphone penetration and access to 4G, mobile internet usage has increased exponentially in the last few years according to the ONS’s Internet Access- Households and Individuals 2015 report published this morning.
Ninety six per cent now access the internet through a mobile phone, more than doubling from just 24% in 2010. At the same time, 76% of all adults in the UK made a purchase online in 2015, up from just 53% five years ago.
Powa Technologies created the PowaTag mobile commerce platform to empower retailers 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 any environment.
Users can scan printed tags on anything from products to displays and adverts, pick up audio tags in live and pre-recorded broadcasts, or tap to buy instantly online and through social media.
“It is not enough to simply provide an online store – brands must seek out new ways to attract and engage their customers through mobile devices wherever they are, whether walking past a shop window, waiting for a bus, or browsing online at home,” said Wagner.
“Mobile engagement also holds the key to uniting online and physical sales, creating a single seamless experience to match consumer expectations.”