Breakfast waffle… This is the mobile Christmas

breafastwaffle2 Breakfast waffle... This is the mobile ChristmasIn Ben’s latest column, taken from his regular guest spot in the Liverpool Daily Post, he discusses the importance of mobile strategy this Christmas.

“Retailers are expecting this Christmas to be the year we go truly mobile.

More people than ever will buy gifts using smartphones and mobile devices, with many shoppers also using mobile technology to research presents or find inspiration. Brands offering easy mobile access will be the big winners.

According to the IMRG Capgemini e-sales retail index, shoppers will spend £4.6bn online this Christmas. They also estimate that almost £1bn will be spent via mobile, a 15% rise from last year.

Ebay expects to make more than 30% of its Christmas sales via mobile device, with 55% of UK shoppers planning to use their mobile more this year than last.

There are also some great examples of how retailers are encouraging mobile use, such as Boots’ gift finder app.

This integrates with the address book on a smartphone to create a gift list and assign products to people. It could be especially useful in helping find “Secret Santa” gifts and to make the most of the company’s three-for-two offers.

Capgemini is right when it declares mobile is now a “must-have not a nice-to-have”.

Successful retailers this year will be the ones who embrace the opportunities smartphones offer by introducing free in-store Wi-Fi or developing apps designed to make mobile an easy part of Christmas shopping. Then they can truly enjoy an ’Appy Christmas – and a prosperous New Year.”

Ben’s next breakfast waffle column will appear here on Friday 30 November.

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