Mobile commerce is expected to hit $31 billion by 2016, according to a Forrester Research report. With 2010's mobile commerce reaching only $6 billion, this is a notable increase that requires all retailers' attention. To help provide guidance, we've compiled four integral steps to help retailers capitalize on this trend.
Build a user-friendly mobile site: Make it easy for customers to navigate your site, find their favorite products, and checkout from their phone. Offer a mobile version of your site that’s optimized for Android or iPhone. Better yet, build an app that customers can download onto their phone as a constant reminder of your store’s superior products. Invest in a professional developer if needed; nothing turns off customers more than a site that crashes after they’ve carefully entered detailed payment information.
Optimize Your Catalog For Mobile: Apps like CoffeeTable and Catalog Spree take retailers’ catalogs and optimize them for viewing on an iPad, converting your most powerful marketing tool into a rich, mobile shopping experience. Customers can buy products directly in the app, and share their favorite products with their friends on Facebook.
Send e-mails with discounts and coupons: Today, many consumers check their email on their phone rather than sitting down at a computer, attributing to the rampant success of group discount sites such as Groupon and Living Social. Capitalize on this by sending discounts and sale announcements to your customers on a regular basis with links that take them directly to your online store. Make shopping your site as easy as a click-through.
Offer the best price: Price comparison apps like RedLaser and ShopSavvy offer a benefit to mobile commerce customers by letting them scan a bar code and find its lowest sale price online. A recent Deloitte analysis estimates that mobile price comparison will influence a whopping $158 billion of brick-and-mortar retail sales this year. Stay ahead of the curve by offering the lowest price online, MAP permitting.
Above all else, make it easy for customers to give you their money.
CLO’s Take: Embrace the trend towards mobile shopping and position your store for success!