The 2015 holiday shopping season was a clear indication: mobile commerce is not slowing down.
“It’s been a fantastic season for mobile buying and giving,” said Matt Asay, vice president of mobile services at Adobe Marketing Cloud, “despite the fact that buying on smartphones in particular is causing a lot of stress.”
Customers, according to Asay, are ahead of retailers in this sense. They know what they want from the smartphone shopping experience, but retailers have yet to catch up to deliver it. Conversion remains the biggest issue for mobile commerce as mobile payment remains a major issue.
Fresh out of the holidays, here’s how retailers are preparing for a mobile-busy 2016.
The traction of mobile commerce will continue to rise.
A BI Intelligence report states that by 2020, mobile commerce will account for 45% of total e-commerce, equivalent to $ 284 billion in sales. This is more than three times what is forecast for 2016: BI Intelligence predicts that mobile commerce will reach 20.6% of global e-commerce, or $ 79 billion.
“This year, the increase in mobile commerce will be due to several factors,” said Jaime Toplin, associate researcher at BI Intelligence. “Millennials use their phones as their primary device, and as they earn more, they’ll spend more. And on the retail side, they’re going to create more buying opportunities for people.
For retailers, the money is in the mobile web, not the app.
Google searches, email newsletters, and social media promotions all get shoppers in one place – their mobile browsers. Only the leaders with the greatest reach, like Target, Amazon, and Walmart, were able to get regular use of their mobile apps to surpass their mobile web traffic and purchases, according to research from Moovweb, a mobile optimization. Platform.
“’Everything that makes sense for Amazon’ is not an industry strategy,” said Moovweb founder and CEO Ajay Kapur. “Everyone really needs to focus on the mobile web rather than mobile apps. Retailers like to think that people will want their app icon on their home screens, but that’s not really the case.
Yet 2015 saw many retailers first launching into the App Store. Everlane, Alex and Ani and BaubleBar all released their mobile apps last year. In 2016, retailers won’t be abandoning their apps (they weren’t easy to build, after all), but they should be perfecting them so that they are a compelling source of benefits and benefits for most consumers. brand loyalists.
“The mobile strategy has been, ‘we’re going to build an app and we’ll be done,’ Asay said. “In 2016, that will change. A holistic mobile approach should be the first consideration for retailers because it is the first consideration for their customers.
Thus, the optimized swap body will be a top priority.
BI Intelligence has found that while mobile commerce is on the rise, its conversion rates remain lower than those of desktop computers. This is because with a smaller screen, harder to find product details, and finicky credit card form fields, it’s easy for buyers to abandon a purchase.
Toplin said that in 2016, an increasing percentage of retailers will integrate transparent payment services, like Apple Pay, into their mobile web payment pages. Moovweb’s Kapur said the quick fixes for clunky checkout pages include fewer form fields and a cleaner user experience.
“People have a bad checkout experience once, and they remember that bad experience,” Kapur said. “A very small solution, like eliminating a redundant input field, works. “
Physical stores will support the rise of mobile phones.
The Lighthouse is a long-time darling of the retail industry. “People have been talking about beacons for years and no one has done anything with them,” Asay said.
That’s not to say the technology itself is dead. According to Asay, it will move away from app-based push notifications to an information hub. It can work on both the consumer and retail side: a consumer can easily see product reviews and details based on where they are in the store, and the retailer can understand how people move. in their bricks and mortars.
“We are in an age where localization and analytics have become an issue when it comes to understanding what users are doing,” said Ravi Shah, product manager for mobile solutions at IBM Commerce. “Retailers are looking for location data to find out more about users. As we move forward into 2016, we’re seeing an increased level of sophistication, and not just among early adopters.