Record online and mobile shopping during Black Friday and Cyber Monday have been reported in the UK based on consumer transaction data analysed by IBM.
“It has become clear from their behaviour that consumers are increasingly using technology as part of their shopping experience. Retailers are acknowledging this by optimising the customer experience, developing customer data strategies and applying the insights to drive ever more targeted and personalised communications to customers," said James Lovell, European retail solution leader at IBM.
“With the increase in mobile usage and the adoption of digital technologies in the physical store environment, it is encouraging to see that retailers are treating this seriously and starting to reap the rewardsm” he added.
After being adopted in the UK last year, Black Friday continued to gain ground as one of the busiest UK shopping days of the year as consumers sought the best deals. Black Friday online sales were up 91.6 percent compared to 2013, driven by a 35.5 percent increase in mobile sales year-over-year.
The momentum carried into Cyber Monday as online sales increased 22.6 percent year-over-year and, mobile sales were up 29.3 percent over the same day in 2013; with mobile devices accounting for more than one-in-three of all online purchases (42.9 percent).
The IBM Digital Analytics Benchmark revealed the following trends in the UK:
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