- Cyber Monday predicted to be the busiest online shopping day before Christmas*
- Triumvirate of Amazon, new technology and a better digital offering will drive online sales to surpass 2011 levels this festive season
- Christmas comes for ‘Click and Collect’
UK retailers are gearing up for the busiest online shopping day before Christmas, Cyber Monday, which falls on 3 December this year, says KPMG. David McCorquodale, head of retail at the firm, believes the day will be a ‘bellwether’ for the Christmas trading period and predicts that the number of sales conducted online this Christmas will significantly exceed 2011 levels.
He believes the growth will be driven by a triumvirate of Amazon’s unrelenting expansion, the improvements retailers have made to their online offering and the advancement of mobile devices.
David McCorquodale said: “While online giants like Amazon continue to dominate cyber space, UK retailers have also invested heavily this year in their online operations. Cyber Monday will be the acid test for many and reveal if they have the right products at the right price.
“Consumers’ take up of the latest technology is undoubtedly a key driver behind the rise of online sales. The tablet in particular has allowed mobile shopping to take great strides forward. Its larger, better quality, screen has really helped customers shop online from any location with a wireless internet connection. I believe sales conducted on tablets will soon outpace those on mobiles and laptops, and this Christmas should provide us with evidence of this trend.
“The meteoric rise in popularity of click and collect is evidence of how technology is shaping our shopping habits. It’s a great example of how retailers’ multiple channels can interact to drive sales and benefit the customer. Savvy retailers have recognised that the collection of the goods does not herald the end of the sale, and are training staff to offer relevant accessories to the customer when they visit the store to pick up their purchase, enhancing the service offering whilst at the same time boosting sales.
“While online sales alone cannot rescue an ailing retail operation, they do form the cornerstone of a successful multichannel retail strategy. Well designed websites, highly targeted personal campaigns and good customer service are essential if retailers are to succeed in the online marketplace.”
Notes to editors:
*Experian 21 November 2012 – Cyber Monday predicted to see UK sales conducted online exceed 100 million for the first time.
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