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.