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MasterCard research – „Mobile commerce will be the shop front of tomorrow”

20 septembrie 2012
September 20, 2012 – In the next year, 44% of the biggest 300 european retailers from UK, France, Germany, Russia and Italy, will offer contactless payment technologies in-store, voting this the single most important area for short-term investment, according to a MasterCard report.  More than one in three (35%) will invest in new technologies to enhance e-commerce and mobile commerce.
Whilst short-term retail investment may focus on enhancing e and m commerce offers, they will aim to revolutionise their in-store service provision in the longer-term, providing a seamless service across all channels.  41% of retailers envisage they will provide mobile points-of-sale in-store by 2020, whilst 33% will provide self-service kiosks and 35% will use location-based technologies to attract new sales.
According to new research from MasterCard, retailers across Europe predict the mobile phone will overtake the physical store, website and call centre, as the single most important communication channel with customers by 2020.
„Whether it is through the use of near-field communications technology, or using geographical positioning capabilities to offer targeted discounts, mobile will be the shop front of tomorrow.  Whilst today mobile phones are being used by just 32% of retailers to communicate with customers, by 2020 43% suggest it will become the most important channel – overtaking stores, PCs, call centres and direct mail”,according to the MasterCard Report.
Hany Fam, President of Strategic Alliances Europe, MasterCard Worldwide, says: “This is a hugely exciting time for the retail industry.  Technological innovations have been transforming the sector, allowing retailers to extend their market share beyond their backyard and beyond borders.

“There is huge pressure on the industry now to keep pace with the consumer, however, and with the speed of technological change, that can be tough. Now, more than ever, nailing customer experience is critical and retailers need to provide a seamless service from the customer, from first contact through to payment.  More than that, retailers need to understand their customers and their purchase history, so they can personalise their service and connect with their customer in an easy, relevant way, via whatever channel suits them.”

In June and July 2012, on behalf of MasterCard, the Economist Intelligence Unit surveyed 306 European retailers to investigate their views on the challenges and opportunities for the retail industry in the years to 2020. Respondents were drawn from the UK, France, Germany, Russia and Italy.  Retailers were grouped by type: including independent retailers, department stores, supermarkets, specialty retailers and chains.  They were also grouped by size (annual revenues of less than €500m and greater than €500m). In addition, in-depth interviews were conducted with eight experts from leading retailers.


According to a Deloitte study, six percent of in-store retail sales in the UK are already being influenced by smartphone use, equivalent to £15.2bn of sales this year. This is almost double the value of direct purchases made through mobiles, which are estimated at around £8bn in 2012. By 2016, more than 80% of consumers are expected to own a smartphone and Deloitte estimates that between 15% and 18% of in-store sales will be smartphone-influenced, equivalent to £35-43bn.

Colin Jeffrey, head of multichannel retail at Deloitte Digital, says: „We would expect smartphones to increasingly be used as a transactional device in the future. The increased adoption of contactless payment technology will act to accelerate the influence of mobile. Retailers need to plan for a world where banks of till points are no longer required and prepare to fully exploit the opportunities that mobile presents.”

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