Regular readers of Retail Systems will have noticed numero in the latest issue, which features a three-page article on social commerce and mobile trends. The piece, penned by our CEO Guy Colclough, is the lead piece in the multi-channel communications supplement of this leading industry publication and provides compelling evidence as to why companies need to manage their customer communication across a variety of emerging technologies.
For those of you who have not had the opportunity to read the piece, the article begins by examining the key findings from the latest Ofcom report. The research from the communication industry regulator has uncovered some compelling statistics regarding media consumption in the United Kingdom, while also providing those who work in the consumer arena with some comprehensive insight.
One standout statistic from the investigation comes from the research into consumer mobile use and, according to Ofcom, over 13.5 million people now use their phones to surf the internet. This is not an isolated report though and new research into mobile shopping behaviour from ForSee Results has gone on to confirm that 32 per cent of shoppers use their handset to access retailer websites. Furthermore, the same investigation also found purchases made via mobiles have increased by 400 per cent year-on-year.
All this evidence points to a new wave of customer behaviour; on mobile, on social media and on the internet. There are dozens of ways for consumers to communicate with companies and organisations need to be prepared to manage and action the influx of enquiries from these new sources.
It’s also worth remembering that, while new channels are emerging for customers to communicate, the traditional methods of contact – by phone and letter – still remain as popular. Not all customers are the same and each has their own preferred method of communication. Organisations need to be prepared to manage all mediums of discussion. And many are not. Critically there’s no excuse for not supporting the multi-channel needs of consumers as our solutions platform is designed to do just that. The full article is embedded below.