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Contact South West Web Marketing Make The Most Of Mobile Commerce Opportunities In 2012

Mobile marketing is booming. And the chances are that, if you’re shopping online in 2012, increasingly you’ll be carrying out part of the transaction on a mobile phone or tablet.

The majority of smartphone users are now using a mobile phone or tablet to browse and shop online while, in the UK, at least 5m tablet owners are expected to purchase a second device in the next 12 months.

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 very clear, if optimising your mobile channel isn’t top on your list of priorities, it really should be.

Steps towards a better mobile customer experience in the next 12 months. Any company not carefully managing its m-commerce channel will risk losing out to more tech enabled competitors.

Mobile is a convenience channel. We are increasingly using mobile devices because it’s quicker and easier than using the web on a desktop or laptop. But, because of this, as soon as a mobile transaction gets complicated, we’re more likely to lose patience and go elsewhere. So the fundamental focus for etailers looking to create a new revenue stream on mobile must be a watertight mobile customer experience plan.

Here are my top five tips to get you started:

1. Ease of use
There's a huge opportunity for online retailers to make ease of use a competitive advantage, both for mobile sites or apps. With limited space on a mobile phone screen, retailers must ensure customers have the necessary context to easily navigate the purchase path on a mobile device, so make it friendly to the small screen.

2. Listen to them
Consumers have more ways than ever of sharing feelings about a brand and the customer experience with their friends, family and wider online community.

From negative reviews in the app store to posts on Twitter, Pinterest and Facebook, customer feedback will shape and decide the purchase decisions of other potential buyers. In the mobile space, retailers need to be open to learning and optimising based on customer feedback.

3. Buck the trend
In the next 12 months, retailers need to move away from chasing the latest trend to making changes to their online channels that will help customers through the final stages of the booking funnel.

Think of the impact on the customer’s online journey before opting for complex processes and always consider a mobile service from the customer's perspective. This could be something as simple as implementing forms that shift orientation from vertical to horizontal in order to enable easier data entry.

4. Understand that the mobile channel is different
To ensure customers become evangelists instead of naysayers, retailers need a clearunderstanding of the reality of the mobile experience they provide. They need to uncover the sources of customer struggle and quickly remedy them before additional users are affected. Remember, mobile devices lead to new behaviours, such as like rotating screens, swiping and ‘pinching’ to adjust screen view.

5. Take your time
As shoppers are turning to mobile channels in droves, many retailers are rushing to release mobile services, rather than first ensuring they’re providing productive and satisfying mobile experiences to their customers. When mapping out mobile priorities for this year, retailers should take a proactive approach to confronting customer struggles across this rapidly growing channel.

M-commerce in 2012

As more and more consumers adopt a multi-device, multichannel approach to researching and purchasing online, it’s essential to deliver a seamless mobile customer experience. M-commerce is not ‘the next big thing’, it’s already an established trend in online retailing that’s set to change how consumers approach online shopping.

 

Tags: Social Media, Social Listening, Localisation, Marketing Strategies, SEO

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