The Grocer – 17 August 2019

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● Needs must

● Confusing for shoppers

● Might need a new name

47%

Ramp up

convenience o er

26%

Turn them into Jack’s

27%

Sell them o

polling station

revisit/share a mobile site if it’s

easy to use.

Across the pond , brands like

Instacart and Amazon success-

fully disrupted the market by

thinking convenience-first,

allowing consumers to easily

engage via smartphones.

With more than half of web

traffic coming from mobile,

there is a lucrative opportunity

for retailers to create great expe-

riences for smartphone shopping

by focusing on speed and sim-

plicity. Here are  ve things retail-

ers should ask themselves.

Have you de ned your KPIs?

You can’t improve your mobile

site performance without KPIs.

Is mobile conversion rate improv-

ing? Is it in line with your mobile

tra c? If 70% of customers hit

your mobile site each month but

only 35% complete a purchase on

their phones, there’s a problem.

Harry Walker is industry head of

grocery retail at Google

Mobile commerce challenges

R

etail is a game of conveni-

ence. When the UK’s  rst

self-service supermarket

opened in 1948, it came with new

customs shoppers found strange.

But the new store format quickly

changed consumer shopping

habits – and brands that adopted

these habits early  ourished.

When consumer habits change

there is an opportunity – and the

most in uential consumer habit

is undoubtedly the rise of smart-

phones. Increased connectivity

has raised consumer expecta-

tions: they expect to  nd what

they want quickly and easily.

Recent uSwitch data shows a

record £25bn will be spent by UK

citizens via smartphones in 2019

• a 66% rise on 2018.
  Currently, most UK grocers
  have apps independent from their
  websites, creating a complicated
  experience. Retailers should cre-
  ate mobile experiences that cater
  to consumer desire for e ciency


• seamless experiences go a long
  way. Our research found 79% of
  consumers are more likely to

talking shop

Is your site performance up to

speed? The average mobile web

page loads in 15.3 seconds, and

more than half of visits are aban-

doned if a mobile website takes

more than three seconds to load.

Are you using the right solu-

tions? Tools like accelerated

mobile pages and progressive

web apps allow you to create

engaging sites that look beautiful

and load instantly on every plat-

form. The mobile checkout pro-

cess can be simpli ed through

platforms like Google Pay, which

streamline the process and boost

conversions.

Are you continually testing?

The only way to know what your

customers want is to give them

multiple options and see what

performs better over time.

Are you thinking like a cus-

tomer? There’s no substitute for

hands-on testing. Experiencing

the site the way your custom-

ers do will reveal pain points far

more e ectively than poring over

data. Then ask your team: Is this

what customers really want? If

not, it’s time for a change.

“Consumers expect

to  nd what they

want quickly

and easily”

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Steve Farrell 01293 846613

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finance desk

Finance editor Alec Mattinson 01293 846512

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buying & supplying desk

Buying & supplying editor

Carina Perkins 240

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Reporter Henry Sandercock 492

features desk

Features editor Lois Vallely 01293 846653

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commercial

Commercial director

Cathy McDonagh 289

Area sales managers

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Northern sales manager

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Kevin Porter 020 7216 6449

recruitment

Recruitment Commercial Director

Zoe Cooper 278

Online sales executives

Esther Mean 250

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events

Events manager Helen Law 587

corporate contacts

Managing director Retail & Manufacturing

Lorraine Hendle 243

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Tracy Larner 01293 846543

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Volume: 241 Issue Number: 8419

Harry Walker

g1933_22_comment_talking shop.indd 22 15/08/2019 13:32