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BRC Smartphones

Retail search growth driven by smartphones

The latest data from the British Retail Consortium (BRC) and Google points to a significant spike in retail-related online searches in 2Q17, driven by smartphone users.

In the UK, retail search volumes on smartphones increased 26% in the second quarter of 2017 compared with the same quarter a year ago.

For all devices across the UK, search volumes maintained year-on-year growth of 7% in the second quarter of 2017.

Interestingly, beauty was the most searched for sector by overseas consumers on mobile devices, reporting growth of 42% in the second quarter of 2017 compared with the same quarter a year ago.

Apparel remained a popular sector for overseas consumers on mobile devices, increasing 38% in the second quarter of 2017 compared with the same quarter a year ago.

Estonia continued to demonstrate the strongest appetite for UK retailers, reporting a 77% growth on mobile devices in Q2 2017 compared with the same quarter a year ago.

Helen Dickinson OBE, Chief Executive at the British Retail Consortium, said: “The growth of UK retail searches online in the second quarter of 2017 remains unchanged on the previous year, although smartphones are increasingly becoming the dominant device for online browsing and therefore the main contributor to this growth. The increase in mobile search volumes over this period is consistent with the upward trend in online non-food sales growth.

“Beauty brands in particular continue to attract interest from overseas as well as UK consumers, which put the category firmly at the top of the growth rankings. It would appear that this could have translated to some extent into product sales, as health and beauty products ranked second highest in online sector performance over the three-month period.”

Retail Shopfitting & Display Summit

Google holding court at the eTailing Summit

The eTailing Summit is taking place today at the the Hilton London Canary Wharf, with more than 60 senior eCommerce professionals – boasting a combined budget of over £3 billion – meeting with the sector’s key solution providers.

It’s a unique forum in which to do business and is complemented by an inspiring and educational seminar programme hosted by industry thought leaders.

Today’s speakers include Google’s Developer Advocate Rowan Merewood, Jai Whiting, Head of Digital and E-Commerce at JML and Laurent Dhaeyer, Managing Director at SecureTrading.

The event is free for eCommerce professionals to attend, including all meals and refreshments, while the solution providers in attendance benefit from meeting booths.

But don’t worry if you weren’t able to make it to Canary Wharf today – We’ll be announcing details of the 2017 eTailing Summit very soon.

For more information, contact Craig Ross on 01992 666726 or email c.ross@forumevents.co.uk.

Shopping-pie-chart

Mobile shopping search ‘is retail’s biggest opportunity for improvement’

Users clicking Google Shopping ads on their mobile phones represents the largest single source of visitors for retailers, according to FoundIt’s latest in depth ‘Shopping Behaviour’ report, accounting for nearly 25% of all sessions across direct, paid and shopping search traffic.

However, the retail software specialist warns that mobile search is the most the fickle channel by far, with as much as 83% of traffic bouncing straight out the door or viewing as little as 2 and half pages before quitting.

FoundIt analysed 66 million shopping sessions between May and June, looking at how different types of traffic on different devices panned out for retailers in an attempt to identify where retailers are suceeding and underperforming.

Key findings in the report include:

  • Shopping search on mobile is retail’s largest single source of traffic by far
  • Shopping search on mobile also has the highest bounce rates as high as 83%­
  • 51% of sales of from paid channels happened on mobile
  • Non-branded search activity on mobile device is retail’s poorest converter
  • The mobile experience sees shoppers who move past the first page drop by nearly 30% compared with desktop

Warren Cowan, CEO & Founder at FoundIt, said: “Given the size of this segment and the sheer volume of lost opportunity within it, there are clearly huge amounts of additional opportunity that can be realised from improving the mobile experience at the product page level, and retailers who prioritise this will likely see some of the quickest and most significant gains in their sales this year.”