A recent study from Barclays has found that UK consumer retails spend on mobiles and tablets is set to reach £53.6bn a year by 2024.

This is somewhat predictable, the surprising statistics from the study were that only 3% of retailers felt they were at the cutting edge of mobile, and that 70% claimed they didn’t even have a mobile enabled website or app in place.

With 42% of retail sales to involve a mobile device by 2024, how can retailers still be ignoring this? Even this year, customers are likely to spend around £10bn. Surely this is too much to ignore?

Worryingly, 48% of the respondents claimed that they had not even taken steps to improve their mobile offering, with 5% claiming they had only just started, and around 15% stating that they felt they were significantly behind their competitors.

A few years ago, we saw mobile as an emergent force. Now, I don’t think anyone can deny the importance of mobile, which makes these statistics all the more surprising. Mobile offers opportunity across all retail sectors, as well as business to business and wholesale. It really is one of the most powerful tools at our disposal at this current point in time.

Our opinion is that mobile holds a ‘third dimension’ as a marketing tool. Simply scaling down content to fit is only the first step, mobile offers us a wealth of opportunity in terms of location based services, close relationship with social media, and a highly personal interaction with the customer.

There is still a gap between mobile potential and the reality of the impact. This is for us to help our clients exploit, in order to provide even better experiences for their customers in turn.

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