Telecom Lead America: Retailers in the U.S said tablets
are driving an increasingly larger share of their web revenue and have become a
point of sale.
49 percent of retailers said their average order value
via a tablet is now higher than traditional web sales, according to the
2012 Shop.org/Forrester Research State of Retailing Online survey.
28 percent retailers are seeing about the same
average order value from tablets as their website.
With more than 60 million Americans forecast to own a
tablet computer by the end of this year, retailers believe that tablet will
help in generating their web revenue for them.
When it comes to actual sales retailers are reporting,
the survey found tablet and smartphone sales as a percent of retailers’ total
web sales in 2011 were 3.2 percent and 1.5 percent, respectively.
Retailers must continue to look for unique ways to
elevate their brand in such a competitive market. Tablets and mobile devices
offer the perfect answer, with opportunities to create specialized apps, drive
web sales and create an engaging and convenient shopping experience,” said
Shop.org Executive Director Vicki Cantrell.
The company expects that smartphone shopping adoption
rates will stay low, however says that tablet sales will continue to change how
retailers garner the attention of new and current customers.
The State Of Retailing Online research series, which
provides eBusiness & Channel Strategy Professionals with annual industry
benchmarks of marketing and business investment and activities, surveyed 59
The study found that QR codes has emerged as popular
mobile marketing tool with retailers of all sizes
Three-quarters (75 percent) said that they now offer
customers the 2D technology and other barcode scanning options
For retailers, search and email are still king. Eight in
10 retailers say search and email are the top two drivers of a company’s web
traffic from either a smartphone or tablet. Additionally, retailers surveyed
report that, on average, 20 percent of emails opened in a given campaign are
opened on a mobile device.
Retailers with tablets more appealing to mobile shoppers
According to a survey based on Mobile Shopping, 22
percent of shoppers have been to a store where associates use mobile devices
instead of cash registers.
Additionally, 57 percent respondents think retailers who
use tablets and other mobile devices in place of cash registers are more
innovative than those who still use traditional cash registers.