According to a report by the e-retailers’ industry body IMRG and Capgemini, UK consumers will spend £4.6 billion online during the first two weeks of December, and that £920 million of this (approximately 20 per cent) will be spent by people making purchases via mobile devices such as smartphones and tablets. But Marcus Jewell, UK and Ireland Country Manager at Brocade, urges retailers to look beyond sales figures and take measures to monitor and assess the quality of their customer service:
“We know that most people are only prepared to wait around 20 seconds for a webpage to load – and as consumers become more accustomed to the high-speed browsing experience they enjoy on their mobile devices over Wi-Fi or their carrier network, their patience threshold is only going to get lower. Retailers will not want to leave themselves open to potential customers ‘jumping ship’ to a rival site – especially at this critical time of year.
“The explosion in online retail traffic predicted in this report will provide retailers with a wealth of data that will both serve as proof of a genuine step-change in people’s shopping habits and demonstrate the quality of service provided by online retailers – as well as, crucially, consumer behaviour. Whether they do so in real-time or in the aftermath of the Christmas rush, retailers will have a priceless chance to gauge the readiness of their IT infrastructure for the changing face of the retail market. Many will find themselves to be up to scratch – but for those that do not, the New Year must represent a new start.”