Mobile Commerce Should not be Neglected

TMO GroupOctober 16, 2014
Mobile Commerce Should not be Neglected

eCommerce is no longer just a matter of a computer, an internet connection and an eager consumer buying. The boom of tablets and smartphones has made the Internet users to be increasingly using these devices to shop online. In fact, statistics show that mobile commerce is experiencing a boom time. The m-commerce is being the revolution that will change the way we buy again.

Mobile device considerations

The smartphone market now has at least three viable mobile platforms for business use. Though you may have a preferred operating system, do not commit the error of being shortsighted when choosing a mobile BI solution. If a mobile BI solution cannot cross platforms, then it is not ready to be implemented on your team.

Cross-platform usability does not just stop at whether or not it says “compatible with …” on the box. There are also certain Web standards – HTML5, Javascript and cloud-based programming – that will make your mobile BI solution a real solution that stays current with technology.

Improving Mobile Commerce

Mobile commerce is the area where traders are neglecting, favouring instead efforts in marketing or social media. In fact, 2 out of 3 companies will invest more in social media ahead of the Christmas season this year. We mentioned before the importance of having a multichannel approach to consumers to favour the shopping experience, and a suitable website for mobile is paramount, in order to add to the consumer journey online. But mcommerce will continue to be demanded by consumers, they can also buy more and better using their mobile devices.

Mobile is one aspect of user-first design

The most successful mobile commerce companies focus on user-first experiences. You will rarely hear these companies talk about “mobile-first” or silo any of their products — they understand that each email, web property, app, push notification, newspaper ad, or any brand touchpoint contributes to the complete experience for each individual user. Mobile has only recently exposed this holistic approach as it’s the first time customers can be consistently identified across disparate browsing and buying experiences.

User-first Design

A more human approach

Besides being closer to consumers in a highly targeted way, it is also important to take into account the human factor to establish a relationship between brand and consumer. It is also something that happens in social networks where consumers, not only expect a nice treatment, but also for brands to break into a particularly personal moment.

It is vital to target the moments when advertising on mobile devices, in order to offer ads as content quality or reward for reaching a goal. The idea of reward is one that is used, for example, to make consumers see online videos from mobile. In the Christmas season in general, the feeling is much more open to the ideas of rewards and gifts and, above all, to the idea of ​​giving (and receiving) stuff. According to company estimates, a reward system increases 14 times the purchase conversion.

The App Race

There's some good news for the Targets and Walmarts of the world: About 80% of phone-based m-commerce transactions are happening via apps. Andrew Lipsman, VP of industry analysis at comScore, says that generally consumers will only put a handful of retail apps on their phone out of a total of 41 total apps, on average. "Maybe you only want three retailers — eBay, Amazon and Walmart," he says. "It's a risk for small niche retailers."

Early winners in the app race include Target, Zappos, Toys R Us, Walmart, Amazon, Nordstrom, Zara, Walgreens, eBay, Gilt, LivingSocial and Groupon, all of which are included in the "Apps for Shopping" collection in Apple's App Store. While some of the brands likely got on the list because of their sheer size, Lipsman says Groupon, LivingSocial and eBay earn their keep because they flash deals at consumers, making them more top of mind.

Rich media ads

And finally, mobile commerce is dependent on resolution. All the efforts made ​​in mobile brands and advertisements on these terminals, in order to turn an opportunity into a sale, would not make sense if the final touch is not resolution. Advertising intended for mobile devices works better than simple banners, and gets better results for consumers.

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