Heal's is to become the latest interiors retailer to target smartphone users with a transactional mobile website and use of QR codes.

The website will be launched next week and the codes will be displayed on tickets, POS and advertising.

'Mobile will be huge in retail. You just look at how people use their smartphones – I can almost run my whole business from my smartphone,' says Andrea Warden, Heal's ceo. 'People are working on their phones, and the proportion of people who access the website via mobile is around 7%. When you top that up with iPad users the figure reaches around 12 per cent.

'I can only see that quantum leaping when we have a fully transactional mobile website that is easy to access and shop from.'

Warden said the chain had considered developing an app before deciding go follow the mobile website route.

Last month Dwell revealed its transactional mobile website achieved a sales conversion rate of 35% in its first month, while Barker & Stonehouse and online retailers BedzRus and Footstools2u are among those that have also launched mobile versions of their websites recently.

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