9 Leaders in Mobile Retail

Melanie Ring

In App People, mcommerce

November 16, 2016

mcommerce illustration of young people using mobile gadgets such as tablet and smartphone for online purchasing and ordering goods.

When it comes to mobile commerce, UK retailers are storming ahead of their European competitors, according to Accenture research. In fact, 92% of UK retailers have mobile-optimised sites and 72% offer smartphone apps with buying capabilities (compared with the global average of 58%).

While UK retailers are improving the shopping experience on mobile, the report also revealed that consumers increasingly want more features. For example, real-time in-store promotions are in high demand for a seamless digital experience. But who are the mobile leaders meeting these demands and keeping UK retailers ahead in this competitive market? Let’s take a look…


Andrew Towers, Head of Mobile at eBay UK

With his engineering and product development background, Andrew brings essential digital expertise to eBay’s leadership team. A study by eBay UK, revealed that mobile retail is increasingly important to the UK’s small businesses. Andrew is responsible for encouraging small businesses to embrace the benefits of mobile through eBay’s mobile optimised site and app.


Katie Conway, Sparks Proposition (previous Mobile Marketing Manager) at M&S

Katie Conway joined M&S two years ago to drive its mobile marketing forward. M&S shifted focus to mobile for its Christmas 2015 ad campaign, and upped its digital spend by 25%. For the past year, Katie has been developing the company’s Sparks loyalty proposition. No doubt her previous experience managing Tesco’s mobile and email marketing will stand her in good stead.


Andrea Trocino, Head of Mobile at ASOS

Andrea Trocino has a genuine passion for tech, mobile and all things app related. He translates this passion into delivering an optimum mobile experience for ASOS customers. Andrea was the company’s first internal employee dedicated to mobile. Since joining ASOS in 2013, he built the Mobile Department from scratch and scooped awards for the Best Use of Mobile at the Drapers Digital Awards and Retail Week Awards 2015.


Tom Goodman, Head of Digital – International, Mobile & Innovation at Selfridges

Tom Goodman plays an integral part in driving growth for the British department store’s m-commerce business. As Head of Digital, Tom is responsible for mobile innovation and development at Selfridges. He brings plenty of multi-channel retail experience having worked as a consultant for big brands including New Look, M&S, Tesco and Clarks. In May 2016, Selfridges launched its shoppable app, allowing users to buy products from its store and its embedded Instagram feed.


Adam Warburton, Head of Mobile at Travelex

Always first in the queue for the new iPhone, Adam Warburton is a tech fanatic. Adam heads up Travelex’s digital transformation on mobile and believes the simplest apps get the most traction. The Travelex Money App was featured by Apple as Best New App in the App Store. His team are now working on a third app, to allow customers to make international payments. In his previous role with Asda, Adam led the development of its award-winning mobile app. He is currently studying for a Global MBA.


Kelly Fleetwood, Mobile Marketing Manager at Amazon Europe

As Amazon’s Mobile Marketing Manager, Kelly Fleetwood is responsible for acquiring new mobile customers and increasing engagement with its mobile platforms. Amazon was one of the first retail brands to see the potential of m-commerce and it has apps on all platforms. Kelly Joined Amazon UK as an account Manager, in 2014, to project manage multi-channel campaigns. She later moved her focus to mobile by stepping into the role of Mobile Acquisition Manager for Europe.


Yannick Schmutz, Digital Optimisation Specialist – Mobile Apps, at Argos

Yannick Schmutz uses his analytical, technical and digital media skills to optimise conversions and UX on mobile and desktop products for Argos. As a digital analytics specialist with extensive knowledge of online retail (he wrote his Master’s thesis on mobile marketing in the retail industry), Yannick is a real asset in driving the company’s mobile growth. Argos was the first multi-channel retailer to reach £1 billion in m-commerce sales.


Sherri Walters, Mobile Marketing Manager at John Lewis

Sherri Walters joined John Lewis in 2011, as an online marketer managing affiliates, PPC and display. She stepped into her current role, as Mobile Marketing Manager, two years ago to lead the company’s mobile marketing activity. John Lewis is one of the top performing UK retailers for mobile marketing and its regular app updates help the brand stay up-to-date with the latest consumer trends.


Harp Singh, Head of Mobile and UX at Mothercare

Harp Singh is passionate about building customer relationships through better use of technology. As Head of Mobile and UX he manages Mothercare’s mobile strategy and mobile app development. His work has resulted in several industry awards including Best Use of Mobile at the PayPal Etail Awards 2014 and Mobile Retailer of the Year at the Retail Systems Awards 2013. Since joining Mothercare, in 2006, Harp has played a key role in driving its digital-first transformation. The British retailer recently revealed that mobile now accounts for 61% of its online sales.

Want to discover more about the movers and shakers in mobile? See our other posts about leaders in the app industry.