Before writing this, the last post before Christmas, I went to my local supermarket to get some last minute bits and pieces, and you’d expect, the place was extremely busy despite the early hour but I quickly got what I needed anyway and headed for the checkout.

I didn’t actually reach the checkout for another twenty minutes or so because of a shopper’s comment to her husband/boyfriend or whoever caused me to stop and eavesdrop on their conversation which to me got more interesting by the minute.

The shopper in question was looking at her Blackberry and had commented to her companion that a particular item (I don’t know what it was) was being sold cheaper by a rival chain. It was hearing this that caused me to stop and listen because although they were already in the store she was still searching product prices via her smartphone.

Her partner suggested she try yet another website to check the price only for her to reply that she’d already looked at that one but…‘The website was too big for the screen…I couldn’t find it (I assume she meant the product itself) and I couldn’t be arsed with all the messing about’. Obviously, the website she’d looked at wasn’t optimised for mobile and consequently had missed out on a potential sale.

Web design blogs including this one have long been preaching the need for businesses to have a mobile-friendly website, and I saw firsthand what happens when they don’t. Smartphones numbers are growing daily and the conversation I witnessed this morning is likely being repeated by countless other smartphone owners all over the country. Optimising for mobile is no longer a matter of choice but an absolute must.

As a secondary observation, what really surprised me was when I heard her say they would drive to this other store where the item was cheaper and buy it there because up to then it appeared to be just a price comparison exercise but actually went much further to the point that despite the busiest time of year for shoppers and traffic they were prepared to travel somewhere else for a better deal.

What I’m saying is that once consumers are on your premises with everything they need under one roof, it’s no guarantee they will take advantage of that convenience if they can find something cheaper elsewhere. In other words, it’s not a done deal because smartphones have given money-conscious shoppers the power and ability to browse other outlets even whilst they are shopping in yours.

That’s about it for now except to thank all our readers for being with us this year and to wish each and every one of you a very merry and happy Christmas from everyone at the in.house.media web design blog.

Until next time.

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