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UK retailers get mobile

Aug 23 2010

A growing number of UK retail brands expect to have a transactional mobile site or application within the next year.

The research, commissioned by the Association for Interactive Media and Entertainment (AIME), the Internet Advertising Bureau (IAB) and the Interactive Media in Retail Group (IMRG), found that while mobile commerce is still at an early stage, the majority of retailers surveyed expect it to be part of their main strategy within the next 12 months.

Over half (59 per cent) of the senior-level representatives from UK retail brands expect their mobile revenues to increase over the next year. Ninety-four per cent see it as a real opportunity for their business.

‘For brands, extending their presence onto mobile has been a daunting prospect,’ says Alex Kozloff, mobile manager for the IAB. ‘But with UK customers already seeking out brands on their mobile phones, it really is essential that marketers ensure the mobile experience they offer is just as useful, usable and engaging as other properties, both on and offline.’

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