Mobile traffic has now surpassed desktop for many retailers and it will continue to grow at an increasing rate.

As customers, we seldom plan as much as we would like to. This week I was freed from the tight corner of getting my son’s birthday present on time by the combination of my mobile device and click-and-collect, with the transaction completed from the comfort of my seat on a train.

Mobile traffic has now surpassed desktop for many retailers and it will continue to grow at an increasing rate.

We are never far from our phones and surveys show that we interact with them on average over 100 times a day.

The mobile channel will not only be the retail sector’s fastest-growing channel but it will also be the most innovative.

Payments, self-scanning and assisted shopping are just a few of the developments that will lead to a world of seamless convenience.

For our customers at Screwfix, mobile devices have become a tool almost as fundamental and important as the screwdriver. In fact 80% of our mobile sales are now click-and-collect and it is our fastest-growing channel.

Screwfix started its life taking orders on the phone and in a way we’re back to it. The simple phone call in the early era of our business is joined today by the convenience, speed and precision offered by the mobile device.

Given the future potential, getting mobile right has to be a key priority in retail.

The mobile’s limited physical size demands the clearest thinking to determine its purpose for the customer.

The common pitfall is to try to offer too much when greater simplicity may benefit the customer more. The most-used functionality on the Screwfix mobile site is the stock check facility as customers use it to confirm availability before they set off.

Businesses that are successful in delivering mobile will have continuously tested their sites and responded to customer feedback.

Key to success is ensuring the mobile proposition is a seamless part of the customer’s omnichannel journey. Joining up in-store and online experiences is best underpinned by a single view of the customer and accurate stock, across all channels.

Those who are less successful may well have ticked the corporate agenda on offering a mobile site but not delivered real customer value or business benefit.

The angst starts when little progress is made on mobile conversion rates and momentum can be lost on supporting what should be the fastest-growing route to market. It takes belief to continue backing what is a lower conversion rate channel, at least in the short term.

Developing effective mobile sites that benefit customers and the business requires teams to have the necessary resources and agile working practices to land small, frequent improvements.

One thing is very apparent - mobile development needs to be a top-tier board priority that is regularly revisited to ensure that retailers are taking the future in hand.

  • Andrew Livingston is chief executive of Screwfix