Feeds

Gaps in the apps mean shops miss out on sales

UK retailers losing millions because of poor integration

Secure remote control for conventional and virtual desktops

UK shops in every industry are missing out on millions of pounds in additional sales because they don't have online services, or the ones they do have aren't good enough to close out sales, according to a new study.

Deficit in sales growth by sector for poor customer experience online

Deficit in sales growth, by sector, due to poor customer experience online. Graphic courtesy of Head London

Supermarket Morrisons was the worst-performing, losing out on £314m of potential sales between 2007 and 2010 as it came late to the web-based home delivery service. The retailer just recently announced that it is planning to join the rest of Britain's grocers with online purchasing by 2013.

However, even stores that let you buy stuff online, such as Dixons and Phones4U, lost out on £32.6m and £17.5m respectively because their web presence isn't integrated well with their core operations, the study by digital agency Head London, helped by economic forecasters Oxford Economics, found.

"Too many retailers are behind the digital curve. They usually have a mobile website, and even an app, but too often these services are not joined up. By not giving customers the information they need on the platform of their choice, they are less likely to complete purchases," said Paul-Hervis Heath, head of design at Head London.

Retailers that are getting it right include Tescos, John Lewis and Boots, the study showed, who bagged £254.8m, £22.8m and £57.6m each in extra sales from their more integrated online experience.

"Each channel should give customers access to relevant information about the store, let them see their purchase preferences and purchase history, provide good customer service, support and easy routes to complete purchases," said Heath. ®

The essential guide to IT transformation

More from The Register

next story
Microsoft boots 1,500 dodgy apps from the Windows Store
DEVELOPERS! DEVELOPERS! DEVELOPERS! Naughty, misleading developers!
Apple promises to lift Curse of the Drained iPhone 5 Battery
Have you tried turning it off and...? Never mind, here's a replacement
Mozilla's 'Tiles' ads debut in new Firefox nightlies
You can try turning them off and on again
Linux turns 23 and Linus Torvalds celebrates as only he can
No, not with swearing, but by controlling the release cycle
Scratched PC-dispatch patch patched, hatched in batch rematch
Windows security update fixed after triggering blue screens (and screams) of death
This is how I set about making a fortune with my own startup
Would you leave your well-paid job to chase your dream?
prev story

Whitepapers

5 things you didn’t know about cloud backup
IT departments are embracing cloud backup, but there’s a lot you need to know before choosing a service provider. Learn all the critical things you need to know.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Backing up Big Data
Solving backup challenges and “protect everything from everywhere,” as we move into the era of big data management and the adoption of BYOD.
Consolidation: The Foundation for IT Business Transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?