When the British Retail Consortium observed emerging markets it was shown a large digital point of contact for consumers is through mobile devices such as smartphones or tablets. This may be due to mobile markets having an infrastructure superior to fixed line broadband networks even in more established economies such as the UK.
To take advantage of this, retailers would need continue investment in device-optimised platforms ensuring that no matter how a customer first comes into contact with them they can offer the world beating service that is the hallmark of British retailing.
It was discovered that there is an international market for UK retailers with a strong demand for their products. Governments and international regulators would need to make sure they help and not hinder retails taking advantage to reach consumers internationally.
This trend was further supported by the growth of mobile and connected devices. BRC stated that it would be vital for retailers to understand the role of mobile devices in purchasing in order to fully develop from this.
These results were further supported by the recent Black Friday and Christmas season. Compared to the previous year Black Friday generated four times more searches when compared to the previous year, whilst Christmas saw an increase of 285% in searches.
