Mobile nation has been saved
Impacts of mobile technologies on retail industry
2 July 2015: Deloitte Access Economics today released a report on the impacts that mobile technology is having on the retail industry – as a revenue channel, source of productivity growth and a customer engagement opportunity.
The report includes case studies on the mobile retail experiences of Coles Financial Services and Catch Group, which explores their mobile technology offerings to customers and how it is disrupting retail.
The report, Mobile nation: Opportunities and strategies for retail, was commissioned by the Australian Mobile Telecommunications Association (AMTA).
The key report findings include:
- Smartphones are an important and growing channel for retail sales
- The proportion of Australians who have purchased a product on their smartphone is growing – from 9.5% in 2012 to 19% in 2013
- Purchases via mobile represent 27% of all online shopping purchases – and significantly more for some (Catch Group, for example, obtains approximately 70% of its revenue through mobile channels)
- Mobile channels (M-commerce) represents around $4 billion annually to the Australian economy
According to Deloitte Access Economics partner and report co-author Dr Ric Simes: “Mobile technologies continue to change the way the economy, society and business operate and intertwine. And the pace of this change is rapid.
“The retail trade industry epitomises this pace of change, and mobile technologies’ disruptive impact, from shifting consumer demands to improved logistics and increased competition.”
AMTA Chief Executive Officer, Chris Althaus, said: “With more than 31 million active mobile subscriptions in the Australian market and world-leading mobile networks, consumers are using ever-expanding opportunities provided by smartphones to change long-standing habits across many sectors of the economy and society.”
New Deloitte Access Economics partner and the report’s other co-author, John O’Mahony, said: “Mobile devices and apps are a revenue channel, source of productivity growth and a real customer engagement opportunity for retailers.
“They are also shaping retailers’ internal operations. With a relatively young employee base, there will be increasing demands for employees to use their own devices for work. There will also be a need to up-skill the workforce to meet the increasing digital literacy of customers.”
Case studies - highlights
Started in a Melbourne garage, Catch Group has more than $350 million in annual revenues, employs 600 people and makes a sale every three seconds. Key insights include:
- Getting its mobile app right has helped significantly increase revenues, with approximately 70% of sales coming through mobile channels
- Good mobile app design is important, but so is understanding how mobile shoppers differ from online shoppers – mobile shoppers are more active, and always the first ones to jump on a new deal
- Mobile shoppers purchase three times more frequently than online shoppers, but buy lower value items on average
- The Group is introducing a warehouse automation process that will reduce time taken to get an order out from two days to under four hours – something that will drive both increased revenue and reduced costs.
Coles Financial Services
Coles Financial Services combines loyalty programs (flybuys) with financial services (Coles credit cards) and shopping. Key insights include:
- Coles recognises that people use mobile web and mobile apps for different purposes. Coles’ website is responding to growing mobile traffic, which is between 30 and 60 per cent of total visits
- Integrated service provision is an important part of Coles’ mobile strategy by combining loyalty programs (flybuys) with financial services (Coles credit cards) and the shopping experience. This has resulted in increased customer engagement and use of loyalty programs
- Customers can use the mobile app to check and activate their latest flybuys offers, increasing the engagement with the loyalty system. Customers earn points as they go making the shopping experience more enjoyable
- Mobiles also help at the supermarket checkout by allowing customers to use PayTag by swiping their phone.
The Australian Mobile Telecommunications Association (AMTA) is the peak national body representing Australia’s mobile telecommunications industry. It aims to promote an environmentally, socially and economically responsible, successful and sustainable mobile telecommunications industry in Australia. Please see www.amta.org.au
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