Retailers Charging Towards “Mobile Only” Strategies
07 Giugno 2016 - 4:14PM
Demandware®, Inc. (NYSE:DWRE), the industry-leading provider of
enterprise cloud commerce solutions, today released the 2016 Q1
metrics of its Demandware Shopping Index. The 2015 “year of mobile
shopping” trend has continued into 2016, with Demandware predicting
that phones will overtake computers as the shopping device of
choice by the end of 2017. As a result, retailers should prepare
for a mobile-only world by recognizing phones as the primary
shopping device and place a more pronounced emphasis on relevance
and personalization to reach this growing audience.
The Demandware Shopping Index measures digital commerce growth
based on an analysis of the shopping activity of more than 400
million shoppers worldwide. The Index considers shopper frequency,
conversion, average order values (AOV) and net change in
shoppers.
The Demandware Shopping Index for Q1 2016 reveals that shopping
attraction, which measures the change in number of shoppers
visiting digital commerce sites, contributed 89% of digital
commerce growth for the quarter. Moreover, shopper spend, which
measures the change in digital shopper spend by calculating the
change in visit frequency, conversion and AOV, contributed 11% to
digital growth. The combination of shopper spend and shopping
attraction yields the Shopping Index value of 17% digital commerce
growth in Q1 2016. High double-digit growth continues, as retailers
continue to benefit from additional shoppers in market and
increased shopper spend.
Moving towards “Mobile Only”For the fourth
straight quarter, phones drove more than 90% of website visit
growth. After declaring 2015 “the year of mobile shopping,”
Demandware predicts that mobile phones will overtake computers as
the shopping device of choice, with more orders placed on phones
than on any other device, by the end of 2017.
This pace of growth is dramatic. Just last year, Demandware
platform data showed that phones accounted for approximately
one-third of traffic and were even with tablets for order share.
Since that time, Demandware platform data reveals that phones are
the exclusive source of visit and basket growth, and the source of
more than one-half of order growth.
“Today digital is mobile first with phones driving the majority
of traffic. As phones begin to dominate actual purchases, retailers
must prepare for the next phase of digital commerce, mobile only,”
said Rick Kenney, head of consumer insights at Demandware. “With
the release of a less expensive iPhone, and multiple varieties of
Android devices, retailers can expect continued increases in
digital traffic, as well as ever-larger numbers of consumers
entering the mobile shopping market.”
To learn more get the full Q1 2016 Demandware Shopping Index
here.
About The Demandware Shopping Index The
Demandware Shopping Index measures digital commerce growth and is
the product of two key attributes consumers display on sites
transacting on the Demandware Commerce Cloud—shopping
attraction and shopper spend. The index represents an analysis of
same site data over time and incorporates the behavioral data of
over 400 million shoppers interacting with those
sites. Demandware sourced data from digital commerce
sites transacting on the Demandware Commerce Cloud that were live
throughout 2015 and 2014. The index and the corresponding set of
key digital commerce metrics is published quarterly.
About DemandwareDemandware, the
category-defining leader of enterprise cloud commerce solutions,
empowers the world’s leading retailers to continuously innovate in
our complex, consumer-driven world. Demandware’s open cloud
platform provides unique benefits including seamless innovation,
the LINK ecosystem of integrated best-of-breed partners, and
community insight to optimize customer experiences. These
advantages enable Demandware customers to lead their markets and
grow faster. For more information, visit http://www.demandware.com,
call +1-888-553-9216 or email info@demandware.com.
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Demandware@lewispr.com
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