While mobile transactions as a share of total online transactions are growing quickly, retailers’ holiday planning must take into account that most of them still originate from desktops, according to a new report. Chicago-based marketing firm Signal looked at data from the U.K. and found 54 percent identified the desktop as their preferred way to shop for gifts, even over shopping in stores (34 percent). Only 6 percent chose phones and 8 percent identified tablets as their preferred way to buy gifts. The data suggests that the demand for omnichannel shopping experiences will continue to increase.
“Retailers need to focus on their digital strategies, especially as they firm up plans for the 2016 festive shopping season,” said Neil Joyce, senior vice president and managing director of EMEA at Signal. “Consider how desktop experiences can complement in-store experiences, and vice versa, to give consumers the options to shop how they want, where they want, and increase chances of making the sale. Although mobile isn’t consumers’ preferred method of browsing and buying yet, 1 in 3 shoppers do use mobile websites or mobile apps to make purchases. Retailers should consider how to take friction out of the mobile experience to better serve consumers on the go, especially as mobile-loving millennials continue to gain buying power.”