A new report Thomsonlocal found that 80% of local independent retailers are not trading online and 84% their websites have not been built with mobile phone devices in mind leading to lost sales.
Brighton’s thriving digital sector is failing to have an impact on local independent retailers who are struggling to embrace digital technologies leading to missed sales opportunities.
The study The Brighton Digital Cities – Retail Report analysed 1,867 businesses that had a BN postcode to see whether a retailer’s website offers an option to purchase directly from the site, if the website is designed to be viewed on any mobile device and how often the website has been shared on social media sites.
An area overlooked by local independent retailers is mobile devices, only 16% of the sites analysed had been built with them in mind. Recent studies have shown that around 70% of the UK population own smartphones and that 50% of those people make purchases with their phones.
Thomsonlocal also looked at how often local retailer’s websites had been shared across the UK’s most popular two social media sites – Facebook and Twitter. Results showed that there is much room for improvement for online retail businesses in Brighton to increase their presence on these social media sites.
Being talked about on social media not only drives traffic directly to their websites but will also increase brand awareness with customers throughout the UK. It is encouraging to see that 61% of online retailers in Brighton have had social shares on both Facebook and Twitter.
The research shows that local retailer websites who’s sites work on mobile devices and offer a direct sales option to their customers, have more social shares. Only 4% of the sites reviewed had websites with both mobile and e-commerce capabilities and unsurprisingly these sites had a much higher than average number of social shares.
Thomsonlocal’s study found that on average sites had 23 Facebook Likes and seven Tweets but those sites with e-commerce and mobile designs had on average 61 Likes and 27 Tweets, a considerable improvement.
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