Mobile Technology Being Used in the UK by Brands and Retailers


February 9, 2016


In 2014, British shoppers spent 1 in every 5 pounds on a mobile device. To break it down even further, 18.3% of all online sales came from a mobile device, with 8.0% originating from a tablet and 10.7% coming from a smartphone. While it’s still too early to say what the exact growth in the mobile market will be for 2015, the trends so far indicate that as much as 28% of all sales may come from a mobile platform. If you’re a retailer in the UK, you can’t afford to pass up on this massive segment of the population who are using their phones and tablets to purchase products.

Creating a Beautiful, Mobile Responsive Website

Capturing sales from mobile platforms is a must. That’s why you have to ensure that your online store is responsive (mobile friendly). If your store doesn’t look great on a mobile device, you can hire a professional web design firm to make your site responsive. Alternatively, if you already have a web design firm, you should talk to them about your website’s design and how to make it responsive.

There are two ways to check to see if your website is responsive. The first is to simply load it on a phone or tablet. Do the pages load and scroll smoothly, are the links clickable, does everything look nice and attractive? You can also use this tool from Google. Having a responsive website is important not just because it needs to look good, but because Google will lower your search rating if your website performs poorly on mobile platforms. That will mean less organic traffic, which is can cancel out the effects of any SEO campaign you may be running.


Enhancing a Customer’s Experience Using LED Technology

When “Beacons” were introduced they were a big deal. Stores in the UK began to use the technology and they saw their sales increase as a result. The technology allows retailers to send targeted advertisements and promotions directly to a consumer’s telephone, as they’re standing in front of the product in the store. While the idea is groundbreaking, the exact technology has proven to be somewhat cumbersome. Beacons need regular battery changes, and in order for them to be accurate, a retailer needs to have Beacons spread throughout the store.

However, there is a new technology on the market that some UK retailers think may be a far better option. It’s called LED Lighting, and yes, it’s exactly what it sounds like. Researchers have discovered that LED lights can be used to send signals to the camera on a consumer’s telephone. These signals are then decoded with an app and a consumer is presented with a promotional offer.

What makes this technology so attractive is that it’s very accurate, and the LED lights don’t need constant upkeep. In fact, when a retailer installs this system, not only are they getting a new way to market to consumers, they’re also getting an efficient lighting system. Even if they end up not using the marketing aspect of the technology, they could still end up saving thousands in electricity expenses every year.

At this point it’s hard to say what the result of this new technology will be. LED promotion has yet to be widely adopted in the UK, but it’s still in it’s infancy. As the benefits become more clear, we may see an explosion in its use in the coming years. However, while we wait for a more definite outcome, there are still some more established mobile technologies that are instrumental to generating retail sales.

Make Your Own App

The best way to get customers to buy your products and interact with your brand on a regular basis is to create your own in-house app. Some companies use an app to keep consumers updated about new sales and promotions, while other retailers choose to use the app as a mobile store. Regardless of how you decide to implement your app, it’s a great idea to have one. With an app you can send push notifications to your user’s phones, which is an easy way to keep potential customers in the loop. To learn more about the benefits of having an app, check out this article by Forbes.


Mobile Payments

With the introduction of services like Google Wallet and Apple Pay, mobile payment has finally started to look like a viable alternative to carrying around cash or a credit card. By accepting one of these services in your store you can be an early adopter and gain the benefits that go along with that. Promote yourself on social media and your website, and mention your status as one of the few retailers around that accepts this new form of payment.

It’s a good idea to take advantage of this while you can though, because in a couple of years a majority of stores will probably will accept these services. By then it will be the norm, instead of something exceptional. Today, mobile technology is changing the way consumers interact with businesses. By staying on top of these changes, you can keep your business relevant and grow your consumer base while other companies lag behind the curve.

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