Is your m-Commerce Strategy Ready for the Empowered Consumer?

m-commerce Today’s empowered consumer is using web-enabled mobile phones to drive new levels of interaction with retailers. In this new mobile world, consumers want freedom, specifically the freedom to shop when and where they choose while receiving a consistent, relevant and timely interaction with their favorite brands, regardless of the channel they decide to use.

The coming of age of mobile commerce (m-Commerce) has retailers turning to Smarter Commerce approaches to deliver the interactions customers seek. Smarter Commerce enables retailers to more effectively manage their value chain – including the buy, market, sell and service processes – to put the customer at the center and maximize brand intimacy. To be successful, however, retailers must first understand the customers and their mobile preferences. To get started, they should consider the following questions:

What are customers’ mobile shopping habits?
Are they calling a retailer for product pricing and availability or using their phone to get more specific product details and/or read reviews?
Do they visit social networks from their mobile phone?
What type of built-in mobile features do they use: GPS, Wi-Fi, built-in camera for scanning barcodes?
What is their preferred platform? Is it Apple, RIM, or an Android-based phone like a Motorola Droid?

With these answers in hand, retailers can decide which m-Commerce application is right for their business. Options include location-based services, self-scanning, notification, digital wallets and more. Next, they should determine which m-Commerce technologies are most suitable for supporting their mobile store. For some, it may be a mobile Web application, while for others it might be mobile native applications, hybrid mobile applications or even something as basic as a mobile trans-coding service.

Read more on how to begin the m-Commerce journey and strengthen the bond between their brand and customers with this white paper, Incorporating Mobile Commerce in Your Multi-Channel Strategy.

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About Smarter Commerce

Smarter Commerce is designed to help companies better integrate and more effectively manage their value chain. It includes buy, market, sell and service processes that put the customer at the center of decisions and actions, leading to greater customer loyalty, revenue and profit margin growth, and agility. Smarter Commerce increases customer value, regardless of what or how a company currently sells. It does this by putting the customer at the center of specific business processes such as inventory optimization or reverse logistics. But it also takes a higher level approach, gradually reorienting the entire business model — from how a company approaches innovation to how it designs its operations — based on deep customer and market insights.

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