The high street embraces mcommerce – don’t let your SME lag behind

April 20th, 2012

The high street embraces mcommerce - don't let your SME lag behind

Schuh and The Body Shop are just two of the many high street firms that support mcommerce.

The businesses spoke out after the new IMRG Capgemini e-Retail Sales Index revealed that in March, UK consumers spent £5.8 billion online. This is a nine per cent increase on February and smartphones and tablets have played an important role in boosting internet sales.

Between March 2011 and last month, mcommerce had soared by 254 per cent. Commenting on the findings, head of ecommerce at The Body Shop Adam Plummer said: "Mobile really is a game-changer. The shift to becoming the primary device of choice is well under way.

"One in five visits originate through a mobile device and, within a thriving multichannel environment, we are starting to capitalise on the way that mobile 'glues' all our channels seamlessly together."

Schuh's head of ecommerce and customer services Sean McKee added: "At Schuh we are seeing a truly dynamic performance from both smartphone and tablet and consider all things 'mobile' to be fundamental to our efforts to broaden customer choice."

Does small business mcommerce play a role?

It is not just high street giants that can benefit from the climbing popularity of mcommerce and small businesses should definitely include the platform in their online marketing efforts.

Spending time and effort on customer engagement through content marketing could pay off, as the survey noted the conversion rate for mobile shoppers stood at just 1.4 per cent in the first quarter of 2012.

Including features, articles and blogs on a website can pay dividends, not just in terms of sales but also for improved Google Search rankings. Likewise, a social media presence is important for small and medium-sized enterprises (SMEs). The ContentPlus infographic notes some of the benefits:

• Interesting content is a top three reason why people follow brands on social media.
• Companies with blogs on their websites can 55 per cent more visitors.
• 70 per cent of shoppers prefer to get to know a business through articles, rather than adverts.

Having an mcommerce site that is tailored to being accessed on mobile devices is also important in ensuring visitors do not click off in frustration.

Small business mcommerce design advice can be found below:

4 steps to small business website success

Small businesses need to cater to smartphone-savvy shoppers

Why should SMEs optimise content for a mobile website?

Want to know more about how content marketing and social media can boost your business? Visit ContentPlus at Internet World 2012 between April 24 and 26 – and don’t forget to sign up for a free site health check!

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