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Satisfying EU consumers through your digital offering is 'crucial', BRC tells UK retailers

Laura  Barnes
Satisfying EU consumers through your digital offering is 'crucial', BRC tells UK retailers

Retail search growth in the second quarter of 2017 has been driven by smartphones, with Estonia demonstrating the strongest appetite for UK retailers.

That’s according to the British Retail Consortium (BRC) and Google’s latest Online Retail Monitor, which found that in the UK search volumes on smartphones increased 26% in the second quarter of 2017 compared with the same quarter a year ago.

For all devices across the UK, search volumes maintained year on year growth of 7% in the second quarter of 2017.

Overseas, Estonia saw a 77% growth on mobile devices in Q2 2017.
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“The growth in mobile browsing from the EU demonstrates a stable appetite for UK brands from overseas consumers,” said BRC chief executive Helen Dickinson OBE. “Satisfying this interest from abroad through retailers’ digital offer, is crucial to go some way to offsetting the more discretionary spending habits of hard-pressed UK consumers.”

In the UK, Dickinson revealed that one in five pounds are now consistently spent online for non-food purchases.

Martijn Bertisen, retail director at Google, commented: “An unseasonably warm second quarter saw consumers increasingly searching from their smartphones whilst out and about. Retail-related smartphone searches in the UK grew 19% YoY. Overseas shoppers - from within the EU and beyond - continue to show increasing interest UK brands.

“As consumer shopping journeys increasingly involve multiple touchpoints across digital and non-digital channels, we have seen UK retailers respond by protecting always-on presence across digital channels, and seriously invest in omnichannel measurement.”

Tags: Retail , eu , google , brc , EU shoppers , retail search growth

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