Tag: mobile commerce

UK leads Europe in mobile commerce growth

Mobile commerce is growing at a rapid pace in Europe, but one country has established a clear lead over other when it comes to driving this growth forward. According to data from Vente-privee.com, a leading European online retailer, the United Kingdom has established itself as a leader in the mobile field. The data suggests that the United Kingdom is the most mobile-centric country of the eight largest European nations. This has helped mobile commerce establish a strong foothold in the country, from which it can spread throughout the rest of the region.

Data shows 37% of sales come from UK mobile devices

The data from Vente-privee.com shows that approximately 32% of its sales come from mobile devices. The majority of these sales (53%) come from tablets, with approximately 47% coming from smartphones. Tablets have been growing more popular as mobile shopping platforms due to their large screens, which make it easier for consumers to navigate online stores. The data also shows that some 37% of online sales come from the United Kingdom, with France accounting for 29%.

UK consumers prove to be very mobile-centric

UK consumers seem to be more reliant on mobile devices than those in other countries. Many of these consumers have grown up with a strong involvement in some type of technology and have thus developed a strong affinity for mobile devices and other such technologies. This has enabled the UK to embrace mobile commerce more readily than other countries and retailers in the UK have been significantly more aggressive than others in their adoption of mobile payments.

Lack of mobile websites could slow growth over the long term

While mobile commerce is growing in the United Kingdom, this growth has been hampered by the relative lack of mobile-optimized websites. These sites were initially designed to be used for PCs rather than mobile devices. As such, mobile consumers often have trouble navigating these sites and making use of what mobile commerce services they may provide.

The alliance between the two companies is estimated to be worth approximately £500,000.

A cross portfolio contract is bringing Weve – the m-commerce platform that was created by Vodafone, O2, and EE – together with Heineken UK in a mobile marketing campaign to target smartphone carrying consumers.

This is one element of a larger deal worth a half of a billion pounds that is meant to expand Heineken’s m-commerce presence.

The alcohol company is hoping that it will be able to broaden the reach of its ads throughout the smartphone channel with this mobile marketing partnership. It was negotiated by Starcom MediaVest Group and will be reaching all of the brands from Heineken, including Fosters, Strongbow, and Bulmers. It will be launching its campaigns throughout July and continuing them throughout the remainder of the year.

Heineken has been growing its focus on mobile marketing as it grows its presence on the smartphone channel.

The company is especially looking focused on the “always on” environment that involves mobile marketing through messaging. This new partnership represents a continuing increase that has been occurring year over year in its investments into this space. The reason is that it has found that the brands that have been concentrating more on smartphone advertising and on being tech savvy are those that are gaining a much more meaningful access to consumers and that are achieving a richer audience insight level.

Senior brand manager from Heineken UK, Lynsey Hurst spoke of this new mobile marketing deal by saying that “The opportunity with Weve is unique and is naturally full of innovation, Weve are uniquely positioned in the market, both in terms of targeting capabilities and detailed audience understanding, they are therefore a perfect partner for our brands to be working more closely with.”

It was also revealed that Weve and Heineken will be working together on focused research in order to be able to measure the value of their mobile marketing strategies and campaigns. It will also be monitoring the impact made on the sales data by their central off-trade and on-trade partners. The goal is to be able to gain a much better understanding of the techniques and hone the strategy in the most effective and efficient way.