A PLYMOUTH-based affiliate marketing company says there has been a surge in business through smart-phones and tablets this year, as it announces £50million sales for 2013.
Plymouth Science Park’s Optimus Performance Marketing (OPM), the largest affiliate marketing company in Europe, said sales made through tablets and smartphones have significantly increased, compared to 2013’s figures.
After generating more than £50million in revenue for online retailer clients last year, the firm is now closely monitoring the percentage of sales generated for its top clients through different platforms including computers, tablets and smart-phones.
OPM operates in affiliate programme management, affiliate marketing training, and consultancy.
The company works with a range of online retailer clients in a vast array of sectors including fashion, pharmaceuticals, jewellery, furniture, daily deal sites and visitor attraction sites.
The firm says that patterns spotted in the fashion sector highlight that, so far in 2014, there has been a “significant” increase in clients making increased sales through smart-phone purchases.
One of OPM’s biggest fashion retailer clients saw just 1.6 per cent of its sales come through smart-phones in 2013, yet since January smart-phone purchases have accounted for 6.5 per cent, indicating a 397 per cent year-on-year increase in smart-phone sales.
A similar trend has emerged for a voucher site client, which has seen sales generated through smart-phone increase in percentage from three per cent in 2013 to 22 per cent this year, an increase of 735 per cent.
After studying results of two furniture brands on OPM’s roster, the company noted one company’s sales generated by tablet devices had leapt from 11.4 per cent in 2013 to 17.6 per cent so far in 2014 – a year-on-year increase of 153 per cent.
The second company had also seen a year-on-year increase of 134 per cent for purchases made through tablets.
Looking at clients from a wider angle, with regards to total revenue made in 2013, 81 per cent of sales were generated through computer sales, while 16 per cent came through tablet devices and two per cent came through mobiles.
For the first two months of 2014, computers produced 69 per cent of client sales, with tablets accounting for 24 per cent and almost six per cent coming through smart-phones.
Mark Russell, OPM chief executive, said: “While we were obviously more than pleased to be able to generate more than £50million of sales for clients during 2013, we are constantly striving to improve our services to clients.
“One way to do this is to monitor exactly how different sectors are making the most sales, and for which platforms they need to see improvement.
“From simply looking at the first two months of sales activity regarding some of our top clients, it is clear 2014 is going to be a turning point with regards to more customers using smart-phones and mobile devices to make purchases.