Mobile will be the biggest game-changer for multichannel retail, says boss Simon Forster.

Forster told The Cloud Retail Week Conference that mobilenow accounts for 20% of all traffic, despite the fact that its core customers claimed not to be interested in using the channel when surveyed 18 months ago.

He said: “It’s not necessarily about the technological developments but the speed of adoption.”

Forster said retailers have not fully realised the potential of mobile as they were not yet combining what it can do. He said elements such as scanning and location-based services had not come together in one package. He said: “Once it gets going that will be a game-changer.”

The Debenhams online boss said its multichannel customers spend 2.5 times more than shoppers who just use its stores.

Ishan Patel, group omni-channel director of Aurora Fashions, which offers customers delivery of goods within 90 minutes, told the conference that defined time slots rather than speed would be top of the shoppers agenda.

He said: “90 minutes gives customers a convenient choice but it’s only one choice. It’s not just about speed it’s about predictability. We’ll probably see a drive in hour window slots.”