Kogan is set to join the ranks of Australian retailers who have rolled out mobile optimised websites to capitalise on consumer’s love for shopping with their smartphone.
Kogan director of IT, Goran Stefkovski, said that its mobile optimised website project is underway and that the site will be launched by December.
“More and more people are accessing websites from their mobiles and we want to make it easier for them such as cutting out a lot of extra information that you get on a desktop optimised website,” he said.
For example, the first two links on the Bunnings mobile website are for store locations and opening hours.
“They [Bunnings] know consumers are less excited about researching lawn mower features because that’s something people can do at home on a big [computer] screen with more time,” Google Australia head of retail, Ross McDonald, told Computerworld Australia in 2011.
According to McDonald, the next big opportunity for Australian retailers is building a multi-channel retail presence where the online experience is equal to visiting the bricks and mortar store.
“Big W is a great example of that because if you look at one of their products online, the site will also tell you stock levels in the store,” he said.
However, a study conducted by Google and IPSOS Research in November last year found that while there had been a 220 per cent year-on-year increase in retail queries by mobile in Australia, 80 per cent of retailers did not have a mobile website at the time of the survey.
The study also found that while one in five Australian smartphone owners had made a purchase on their device, 49 per cent had used a smartphone to research and then call Australian businesses, while 45 per cent visited a business they had found using their phone.
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