3 Essential Investments To Make In Mobile Commerce
Mobile commerce is more than just another shopping channel. It’s a medium to engage customers, influence them to shop and encourage them to keep coming back.
That’s what mid-market retailers are starting to recognize about mobile. They’re incorporating more mobile features into their retail operations with mobile coupons on smartphones, mobile-optimized websites, e-commerce sites for easy purchasing on smartphones and tablets, and more.
Increased mobility is part of any retailers’ strategy who wants to jump ahead and be in line with what customers expect. However, many mid-size retailers just getting started with mobile may not have the technology in place to make mobile commerce an active part of their operations. These retailers are aware that they’re starting to lag behind, and that’s a key reason they have started to look at new technology.
As retailers look to increase their mobile presence, they should first invest in features that are essential to providing a positive mobile user experience. Here are the three best mobile investments to make for optimizing the mobile user experience.
Readability: Customers who live an on-the-go lifestyle often look up information on their mobile device. That’s why retailers must ensure that their website or app is optimized for viewing on a smartphone or tablet. Users want to be able to gather information at a glance through their mobile device.
Website readability influences the experience that customers have with your brand. How are they going to find information about your store — such as the phone number, address or ongoing promotions — if it’s difficult to read your mobile site or app?
An easily readable website or app is the first mobile feature to invest in. Make sure that the font is simple to read and in a color that contrasts with the background. Also, bulleted lists, small groups of text and bold subheadings help with the mobile readability.
Shopping experience: As retailers develop their mobile technology, they must decide how their mobile website or app improves the customer experience. In addition to promoting customer engagement, an app should make it easy for customers to buy products in the store. Customers need to be able to pay for purchases with a mobile gift card saved on the app, get reminders to use coupons, redeem rewards and add money to gift cards. It’s all about empowering impulse buying with a few easy clicks.
Take a look at how your customers engage with your brand in-person and then replicate those features on a mobile app or website.
Retail social media marketing: Social media has become an extension of the shopping experience. Customers solicit advice, share product reviews, download coupons and view products via social media.
Looking for other ways to improve customer engagement on mobile devices using retail social media marketing techniques? Consider offering discounts to customers when they “check in” at your store on Facebook, Foursquare or other social websites. Encourage customers to take a picture of what they bought at your store and post it on Pinterest or Instagram, or invite them to tweet about their purchase on Twitter.
These three tips highlight the key investments to make when getting started in mobile commerce. Remember, mobile commerce is truly about customer engagement, and not merely another shopping channel to drive up sales.
Are you ready to learn more about how mobile commerce could benefit your retail business? Contact ArcherPoint today!
Author: Tina Terrezza, Business Development Manager at ArcherPoint