By Marcus Leach

News from Deloitte that £3.5bn of Christmas retail sales will be purchased on or influenced by smartphones is good news for retailers, according to Mark Haviland, MD of Rakuten LinkShare.

Deloitte's report anticipates that around £3.2bn of in-store Christmas sales will be influenced by smartphones, with another £330m of sales made directly through the devices. A further £500m in sales will be made through tablets.

“Deloitte’s prediction that £330m of festive purchases will be made directly on smartphones this Christmas and a further £500m via tablets is great news for retailers that have developed a strong mobile offering," Mark Haviland, MD of Rakuten LinkShare commented.

"However, the m-commerce industry is not just about conversion — sales completed from a mobile or tablet — it’s about the full purchase journey. It’s great to see the industry is grasping this, with Deloitte predicting that £3.2 billion of sales will be influenced by smartphones this Christmas.

"The ways in which smartphones and tablets can influence a consumer’s decision to make a purchase are incredibly varied, ranging from innovative location-based services that link the online and offline world, to lifestyle sites that drive interest through dynamic content.

"By working with a CPA network (cost per acquisition), brands and retailers can ensure their content is reaching the right consumers, on the right device, at the right time. On top of this, tracking which of these actions result in a purchase is key, whether the final purchase is made in-store, online or on mobile. The days when online and in-store are competing against each other for sales should be considered over, as brands look to engage the multi-channel consumer.”

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