multi channel commerce

Will tablets beat smartphones in the m-commerce race?

Smartphones are for browsing, tablets are for buying. That’s if you believe the results of a recent Sapient/Nitro survey, which shows that 56% of consumers rate tablets as useful for shopping compared to just 38% on smartphones.

There’s no doubt any online retailer reading these results will sit up and take note. But in order to turn this into an actionable mobile strategy, it is important to understand more about consumer behaviour on mobile devices of all types and how that behaviour changes and evolves. 

Making the most of mobile commerce opportunities in 2012

Mobile is booming. Chances are that, if you’re shopping online in 2012, increasingly you’ll be carrying out part of the transaction on a mobile device.

The majority of smartphone users are now using a mobile device to browse and shop online while, in the UK, 5m tablet owners are expected to purchase a second device in 2012.

IHS screen digest recently released research predicting that in-app purchases will hit £3.6 billion in 2015, accounting for as much as 64% of mobile app market revenues. 

So one thing is clear: if optimising your mobile channel isn’t high on your list of priorities in 2012, it really should be.

How to improve mobile app user ratings

 As discussed in a previous blog post, customer experience needs to be at the heart of your mobile strategy in 2012.

With online forums, comment boxes online and the growing number of brands with a social media presence, a customer has more ways than ever before to vent their frustrations following a poor online customer experience.

What’s more, a customer who has a poor experience online using a mobile device can use the very same device to log on to Facebook or Twitter and tell their entire network of friends and family about the poor mobile online experience they encountered.

The truth about the ‘death’ of the high street

The ‘future of the high street’ debate found its way back
into the spotlight again recently with the opening of Europe’s largest shopping
centre at the site of London’s Olympic stadium.

Last month, Stratford’s Westfield shopping centre, a £1.45bn hulk of glass, steel and concrete, covering 1.9m
square feet and home to 300 shops, 70 restaurants, a 14 screen cinema, bowling
alley, casino and three hotels, opened its doors to 160,000 eager shoppers.

What do customers experience online? It pays to find out

Perhaps ignorance is bliss, but it’s certainly not in the recipe for commercial success. To eliminate
the things that cause their customers to struggle online, organisations must first gain
insight into the experience they provide.

They must identify the site issues
that are most impactful to their bottom lines and remedy them quickly to minimise the number of
customers affected by the problems.