If you’re in the business of selling goods and services, you understand first-hand what a disruptor mobile commerce has been over the past few years. If your website is not fully mobile optimized, you’re behind the curve (so catch up already!). With consumers looking for easy ways to research and make purchases regardless of their physical location, mobile commerce is set to be a true breakout win for retailers who have nailed the customer experience by 2018.
If you are still struggling with mCommerce . . . ? With average smartphone conversion rates up 64 percent when compared to desktop conversions, the time for excuses is over.
From eCommerce to mCommerce
More than ever, customers are looking to their mobile phones to multi-task and complete projects and shopping on the go. With crazy traffic, longer work days and the stress of everyday life, Americans seek to fill every moment of their day with something productive. While eCommerce provided the first step in this direction and web-based stores are still strongly selling products and services, mobile commerce will truly be the differentiator between competitors in 2018.
What’s the difference between these two digital sales options? Glad you asked.
It’s All About the Experience
Customer Experience, or CX, is the intersection of design, technology, marketing and psychology. Managing every step of a customer’s journey requires an intricate dance between departments in an organization and a solid understanding of how people think and react to stimulus. The customer journey begins with awareness of a brand, and progresses through deeper levels of engagement such as advocacy, purchase and even service after the sale. Brands that kill the customer experience are ones that your friends rave about and that you’ll hear about on social media with a flurry of positive posts: Zappos, Publix, USAA, Southwest and Nordstrom.
Millennials aren’t the only ones tied to their phones, and mCommerce is set to top $284 billion by 2020 with much of the sales coming in the coveted holiday season. Creating a seamless checkout experience between in-store, online and mobile checkout processes challenges even the most tech-savvy companies, with others still looking for ways to leverage digital marketing to grow store sales — forget about complicated omnichannel marketing techniques. Nearly 90 percent of customers who complete a mobile search for a physical store visit that store within 24 hours, making it mission-critical to offer consistency to customers.
No, this doesn’t mean hire a gaggle of marketers who drink too many Starbucks skinny lattes (although many do!), but is a measure of how personalization must fit in your mCommerce strategy. Business failure rates are high, especially when you attempt to market to your prospects in a one-size-fits-all paradigm. Hyper targeting provides a way of delivering an exclusive message to each micro-segment of your audience, or even to each individual — solely based on their level of interaction with your organization. Marketing automation platforms and AI integrations allow powerful computers to rapidly scan through terabytes of data and determine which next action is likely to ultimately deliver a sale.