Posts tagged mobile commerce
The State of Mobile Retailing
Jun 4th
The following data and graphics were created and published by Technology-in-Business.com.
Mobile Internet use is driving a new type of commerce called M-Commerce, a fast growing phenomenon within the retail industry.
It’s changing how consumers and retailers interact and also helping to improve the consumer experience. Here are some interesting statistics:
JC Penney Using iPod Touches to Revamp Customer Service
Apr 12th
The following excerpt, from the article How JC Penney is using iPod Touches to revamp customer service in 1,100 stores, was written by Todd R. Weiss and published on CiteWorld.com. View the full article for more information on how JC Penney is using their mobile technology and their future plans for the POS option.
Before they begin their work shifts selling merchandise each day, sales associates in J.C. Penney’s 1,100 stores across the United States now have to be sure that they head onto the sales floor with a work-issued Apple iPod Touch on their belt.
They’re not carrying the devices for their music and entertainment value, of course. Instead, since November 2012, J.C. Penney has been giving salespeople the devices so they can help shoppers anywhere inside the stores.
“It’s a customer service initiative,” said Kate Coultas, a spokesperson for the 111-year-old retailer. “We want to make the process of shopping at J.C. Penney as easy and seamless as possible.”
“Our associates want to be able to be out on the floor helping customers,” said Coultas. “It doesn’t help if they are stuck behind the registers. Now, if you are on the floor, you need to have an iPod Touch with you.”
The iPods were first distributed back in November and are in about one-quarter of Penney stores. The full rollout to all of the stores is expected to be completed by the end of this month, said Coultas.
So far, the devices have been a big hit with the company’s salespeople, she said.
“Some have nicknamed them ‘Libby,’ for ‘Libby the Liberator’ because they can be assisting customers without being chained down to a register,” said Coultas.
Penney’s salespeople can scan purchases and check them out using their iPod Touch. The devices are equipped in a special plastic case that incorporates a UPC code scanner and a credit card swiping device, so customers never have to go to a cash register counter. Customers can “sign” their purchases using their fingertip on the screen.
“This is great because it’s an easy way for them to check-out and because they don’t have to wait in line,” said Coultas. “It was definitely a great success for us on Black Friday last year. On Black Friday, associates would just walk up to people in line and say, ‘hey, I can check you out right now.’ Customers loved it.”
While the cash registers will never disappear entirely, the iPod Touch devices are a wave of the future for Penney’s as the company moves to introduce the new mobile check-out option to consumers, said Coultas.
In some of the specialty shops being built inside some Penney’s stores, such as Levi’s shops, the company is also experiminting with Apple iPad tablets for customer interactions, she said.
Overall, the program so far has been a smash-hit, said Coultas. “The issue was delivering better customer service and we were able to do that through this initiative.”
Mobile POS isn’t only available to big name brands like JC Penney. MBS can help your store go mobile with three unique options including one that operates through the iPod Touch! Talk with your Systems Representative for more details.
Price Comparison Becoming Increasingly Prominent in Retail
Feb 14th
The following excerpt, from the article JCPenney touts price comparison campaign via SMS, was written by Lauren Johnson, associate reporter, and published on Mobile Marketer. The article points out the growing importance of price comparison in the world of retail and the innovative ways other big brands are promoting it. Read more about the campaign by viewing the full article.
Department store chain JCPenney recently leveraged SMS to educate consumers about its claim to consistently offer low prices and ultimately increase sales.
JCPennney sent out a SMS message on Feb. 7 that prompted users to click-through to a link to learn more about the company’s low prices compared to its competitors. The SMS effort is part of a bigger multichannel marketing campaign that the brand is running.
“Mobile continues to be a key component of our integrated marketing campaigns,” said Kate Coultas, spokeswoman for JCPenney, Plano, TX.
“Our current ‘compare’ marketing campaign aims to educate customers on the great every day value that can be found at JCPenney,” she said.
Compare on mobile
The JCPenney SMS message sent to users read, “We’re making it easier to see the value with simple comparisons that show our price vs. elsewhere.” A link in the message encouraged users to shop.
When users click on the link, they are directed to a campaign-specific landing page on JCPenney’s mobile site.
The page uses rich media to let consumers swipe through content that highlights the department store’s promise to offer the lowest prices.
For example, one page features a women’s t-shirt that is $6 at JCPenney. The company claims that the same item at another store is $19.
Buttons at the bottom of the page let users shop the looks featured from JCPenney.
Multichannel push
In this case, a SMS message is a great way to educate consumers about a bigger marketing campaign and ultimately drive sales.
“While Twitter, Facebook and email are becoming more mobile – and in-turn a viable option for capturing attention on a consumers mobile phone – SMS is pure mobile,” said Derek Johnson, CEO of Tatango, Seattle.
Mr. Johnson is not affiliated with JCPenney. He commented based on his expertise on the subject.
“This makes SMS messaging the premier choice for an announcement such as this, as 90 percent of text messages are read within three minutes,” he said.
“If a brand has the resources to create mobile landing pages for each campaign, there is nothing better. A highly targeted, highly relevant call-to-action on a mobile landing page can be the difference between success and failure for a campaign, so why risk sending consumers to a generic mobile site, and possibly losing both their interest and engagement in the campaign?”
As JCPenney has found, price comparison is a great way to shift consumer perception of your store. Talk with your MBS Representative about ways we can help you provide this technology to students.
Krispy Kreme Leverages QR Codes to Sweeten Valentine’s Day Offer
Feb 12th
The following article was written by Chantal Tode, associate editor, and published on Mobile Commerce Daily and offers an excellent example of how a brand can combine mobile and social to drive in-store traffic.
Doughnut chain Krispy Kreme is leveraging mobile and social to sweeten a Valentine’s Day offer for its heart-shaped donuts, as well as drive in-store traffic.
There is a QR code located on the Valentine’s Day box of donuts that enables users to send a Krispy Kreme Valentine e-card to someone special. The donuts are available now through Feb. 14 at the Krispy Kreme display inside participating mass merchants and grocery stores.
“The QR code is an extension of the cards that are provided in our Valentines Boxes and a way to extend those cards to a larger audience,” said Kelley O’Brien, a spokeswoman for Krispy Kreme, Winston Salem, NC. “This enables our fans share the joy digitally.
“This is a good test for incorporating mobile into more of our efforts,” she said.
Enhanced shopping
In addition to the QR code linking users to a selection of e-cards, inside each box of heart-shaped donuts are six Valentine cards
Users can also visit Krispy Kreme’s Facebook page to customize a Share Your Heart Facebook cover photo.
The effort is the latest example of how marketers are embracing QR codes to enhance the in-store shopping experience with exclusive content.
While there is growing interest in augmented reality for in-store marketing purposes, QR codes continue to be popular with marketers because many consumers now know how to scan a QR code and they are quick and easy to deploy.
For example, Office Depot is using QR codes on products to deliver content designed to help customers get organized in the new year (see story).
Additionally, Budweiser started gearing up this weekend’s Super Bowl game with an in-store promotion that included QR codes shoppers could can to enter a sweepstakes (see story).
Biting into QR codes
QR codes are also helping retailers close sales and amplify their message via social networks.
Research from ScanLife covering the Black Friday holiday shopping period found that mobile bar code scans on Black Friday increased 50 percent. Additionally, during the third quarter, almost 4 million new people scanned mobile bar codes, representing a 45 percent increase over the same period last year.
This is not Krispy Kreme’s first foray into mobile marketing.
In December 2011, the chain launched the Krispy Kreme mobile app to enable users to find the nearest location (see story).
This is the second time Krispy Kreme has used QR codes as part of its wholesale business. It has also used them for retail promotions inside its own stores such as Dozen Days of Doughnuts, Krispy Skremes and the launch of the Hot Light app.
“If the QR codes are incorporated into a campaign over at least two weeks you will have measurable results,” Ms. O’Brien said.
“You receive more scans when the QR codes are integrated into multiple printed pieces and placed where consumers can see them in your shop and at their eye-level,” she said.
Must-Have Technology for Today’s Retailers
Jan 31st
The following is an excerpt from the article ‘Mobile POS is a must-have for retailers: report‘ written by Chantal Tode and published on Mobile Commerce Daily. Tode offers a look at the future of retail in the importance of mobility in stores’ strategies. Take a look:
Retailers are increasingly shifting their point-of-sale to mobile devices in response to the growth in smartphone adoption and the need to create seamless shopping experiences across all channels, according to a new report from Boston Retail Partners.
The 14th Annual POS Benchmarking survey for Boston Retail Partners underscores how the customer now defines the point-of-sale, with shoppers having more information and capabilities in the palm of their hands thanks to smartphones and tablets. Mobile POS is the future for bricks-and-mortar retailers because it enables associates to engage directly with customers, while the next step will be enabling customers with their own POS.
“Mobile POS is absolutely a “must-have” – the customer requires it,” said Ken Morris, principal at Boston Retail Partners, Boston. “We are already seeing retailers responding to this.
Customer POS
While retailers are still exploring the opportunities that mobile offers, they recognize that more customers expect to be able to interact within the retail environment with their mobile device. As a result, store associates often have less information than their customers.
Retailers have already given customers most of the traditional functionality that exists in POS and with mobile shopping cart and payment abilities, retailers can put POS in their customers’ hands to create an omnichannel shopping experience where a sales associate can be empowered to interact with customers in new ways.
“The big news is the emergence of the customer as the point-of-sale or, as we call it, the customer point-of-sale or cPOS,” Mr. Morris said. “The future of POS is literally in the customers’ hands as customer-owned mobile devices gain traction and retailers see the benefit of having the customer shoulder the cost of the checkout device instead of the retailer.”
Social shopping
Some of the other opportunities that retailers are exploring in mobile include offering customers the ability to use social networking through their mobile phone to share their shopping experience with friends. This is an area that Boston Retail Partners expects to grow significantly over the next few years based on strong consumer interest in social media.
Bricks-and-mortar retailers need to figure out how to embrace social shopping since the social aspect is still a big reason customers go to stores. According to the survey, 41 percent of retailers offer this ability and 33 percent have plans to do so.
In terms of other customer-facing mobile strategies, 14 percent currently have a retail app that is working well, 26 percent have one that needs improvement, 34 percent are planning to implement one in less than two years and 14 percent plan to do so further down the road.
When it comes to mobile coupons, specials and promotions, only 9 percent of retailers have currently implemented a program that is working well while 26 percent say their program needs more work. Interestingly, 46 percent plan to implement a program in less than two years.
Mobile wallets and geo-locating are two areas that retailers are not showing a lot of interest in implementing. According to the survey, only 6 percent of retailers have implemented a mobile wallet and it is working well, 29 percent have one that needs work and 44 percent have no plans to implement one.
The numbers are similar for geo-locating, with only 3 percent having a program implemented that is working well, 24 percent having one that needs work and 45 percent having no plans to put such a program in place.
Mobile strategy drivers
Driving store traffic is a very important goal of retailers’ mobile strategies, with 56 percent naming this the most important strategy driver. Additionally, 52 percent named increased customer conversion the most important strategy driver, 44 percent pointed to enhancing the brand, 36 percent named customer service and 27 percent said providing customers with another sales channel.
In terms of hardware, 37 percent of retailers are using Apple devices, 20 percent BlackBerry, 17 percent Motorola, 13 percent Google, 7 percent Samsung, 3 percent customer-owned and 3 percent Microsoft.
When it comes to mobile device software, 56 percent use proprietary/homegrown software, 19 percent Global Bay, 12 percent Motorola and 13 percent other software.
“The most surprising finding is really the shift in how retailers are thinking about social retailing,” Mr. Morris said. “There has been an increase in retailer adoption of smartphone applications to enhance the customer’s shopping experience.
“According to a recent Harvard Business Review study, consumers use their smartphones 19 percent of the time for socializing,” he said. “This feedback and interaction with friends is important to consumers and retailers who provide this ability to customers while they shop, are able to further develop customer intimacy and establish loyal customer relationships.”
MBS can help make your store mobile. Talk to your Representative to discuss all of our solutions including the latest options like the MBS iPad POS and our mobile app, On The Go.
Survey: 70% of Consumers Say They’re More Likely to Buy if You Have Mobile App
Dec 11th
The following article was written by Courtney Rubin, Business Writer, for the AMEX Open Forum.
Consumers are more likely to buy from you if you have a mobile app, according to a new report. Accenture Interactive surveyed 2,000 consumers (1,000 in the U.S. and 1,000 in the U.K.) age 20 to 40; 70 percent said a mobile app makes them more likely to make a purchase.
There’s an App for That
In the U.S., 65 percent said they compare prices on a smartphone or tablet while shopping in the store—partly because more than half think prices are higher in store than they are online. Even if they come to the store to inspect the product in person, 48 percent said they head home to buy the product online. Just 20 percent make the final purchase in the store.
U.S. consumers overwhelmingly are concerned about privacy—82 percent worried about websites tracking their online behavior. But they’re also aware that the tracking is required for them to receive personalized special offers—something 61 percent want.
Sixty-four percent said they were open to receiving text messages while visiting a store to let them know about offers related to previous items they’ve bought. More than half (60 percent) said they “strongly agree” with receiving advertisements on their phone if they’ve opted into them. (Read more on how coupons motivate online shoppers to buy.)
A Digital Personal Shopping Experience
“Consumer marketing needs to address the current disconnect between offline and online shopping and enhance the physical store front with tailored digital experiences,” says Baiju Shah, Accenture’s managing director of strategy and innovation.
He adds: “Consumers don’t want to shop online exclusively and our work with retailers shows that physical stores don’t have to compete on price alone but rather focus on the whole experience. Retailers need to create a seamless, multi-channel experience that blends the digital and physical, and delivers convenience, price and relevance.
Other findings: Nearly all consumers (92 percent) say they are more likely to buy from a company that uses social media. Their preferred social media channel? 67 percent say Facebook.
The Future of College Stores is Digital
College stores need to consider mobile and digital strategies in order to succeed in the evolving industry. Not sure where to start? We have solutions that can help. Our customizable mobile app, On The Go, offers you a way to connect with students outside the store, as well as to offer them price comparison from the palm of their hands. Talk with your MBS Representative to learn more about how you can make your store mobile.
The Difference Between Mobile Web and App Shoppers
Oct 15th
The following article was written by Lauren Johnson, associate reporter, for Mobile Commerce Daily.
Marketers are increasingly using mobile to drive both online and in-store revenue. However, with the bulk of mobile commerce coming in through applications and sites, marketers need to realize that there are key differentiators in how consumers shop on their mobile devices across both platforms.
In order to figure out which channel is best to use, marketers need to first tie their commerce initiatives to a strategic goal. Shopping habits also differ significantly from smartphones to tablets.
“Mindset precedes toolset,” said Eric Feinberg, senior director of mobile, media and entertainment at ForeSee, New York. “The mindset of the customer visiting a tablet is decidedly different than a mobile phone visitor.
“According to our Mobile Satisfaction Index study, customer expectations and satisfaction are different between smartphone and tablet,” he said. “It’s a spectrum, with mobile on one side and the traditional PC Web experience on the other side. Tablets were once more closely aligned with the mobile experience. But what we’re seeing is that customers expect more of a fully optimized Web experience on their tablets – a full experience but tablet-optimized. Brands need to create a customer experience optimized for tablets rather than just pushing a regular Web site onto a mobile device because consumers expect more from a tablet than they do a smartphone.”
By the numbers
ForeSee recently released a report that looked at the top twenty retail mobile sites and apps and how they rank in customer service in its Mobile Satisfaction Index (see story).
The report found that 65 percent of mobile shoppers this holiday season are repeat consumers. Thirty-five percent of users are first-time mobile buyers.
Sixty-eight percent of shoppers in the study were on mobile sites while 32 percent were on apps. Although they represented a smaller number of consumers, the app users surveyed as being the most satisfied with their mobile shopping experience.
The data points to the mobile Web as attracting a larger amount of users. However marketers looking to retain users and increase loyalty might be better suited to an app.
Moreover, 37 percent of consumers in the study visited either a mobile site or app based on their familiarity with the brand, showing how consumers nowadays expect that their favorite retailers and brands have a mobile presence.
Shop on mobile
Another recent study from Javelin Research digs deeper into the shopping differences between mobile Web and app shoppers.
Javelin Research recently found some interesting differences between mobile Web and app shoppers in its “Mobile Payments Hit $20 Billion in 2012: Tablets Are Key to a Successful Retail Strategy” report (see story).
According to the study, commerce from mobile Web and apps will generate $20.3 billion out of the total mobile commerce market of $20.7 billion. This shows that despite the attention that mobile payments get, the real opportunity for mobile commerce right now still lies in apps and sites.
Per Javelin’s findings, app shoppers make an average of 2.5 transactions and spend $26 monthly. On the Web side, the average shopper made 2.54 purchases with a monthly spend of $37. Small items such as ringtones, paid apps and music attributed to the smaller app spend.
Additionally, the study found that 59 percent of consumers surveyed have used both a mobile app and site to buy.
Interestingly, 27 percent of mobile shoppers only buy through the mobile Web. Fourteen percent of consumers in the study only used apps to shop.
The figures show why it is important for brands to have both a mobile Web site and apps. The app sales most likely represent consumers who only download a few apps from their favorite brands onto their devices. These same users are shopping on the mobile Web though, too.
In order to capture the widest group of users, brands need to develop both mobile Web sites and apps.
“Mobile commerce should not be about native apps versus Web apps,” said Wladimir Baranoff-Rossine, founder/CEO of MobiCart, Newcastle upon Tyne, Britain. “It should be about offering the best possible experience to your customers on any mobile device. Retailers need to have a strategy for both options.”
Place your bets
After marketers understand how consumers shop, the next step is to set up mobile sites and apps to mimic the behaviors specific to each platform through merchandising.
“There are a number of layers to the way merchandising and product mix can be applied to a mobile shopping experience,” said Eric Newman, vice president of marketing and products at Digby, Austin, TX. “In many cases, retailers will choose to create a subset of their catalog specifically formulated for the mobile buyer – a simpler set of products to traverse on a small screen or a set of products most likely to be purchased by a mobile shopper for replenishment scenarios.”
For example, a mobile site might be better suited to push out best-selling products or the latest collections. On the other hand, apps can leverage a loyal user’s purchase history to serve up recommended products.
Location is also an important component to include in mobile commerce apps and sites. A simple store locator can help drive a mobile Web shopper to find the product in a bricks-and-mortar store while an app could track down store-specific inventory and offers.
“Unlike mobile Web, rich apps can proactively understand when a shopper visits a bricks-and-mortar store and that additional, real-time context opens up new possibilities for the retailer to engage that consumer in a meaningful way,” Mr. Newman said.
“In the online world, retailers understand everything about the customer when they visit the Web site — matching up their shopping history with their current interests based on the way they traverse the site,” he said. “This allows the retailer to tailor the experience for the shopper, offering up relevant cross-sells and informed promotions that make sense to that shopper. Rich apps’ knowledge of location allows retailers to realize that same rich context for physical bricks-and-mortar locations, targeting meaningful, one-to-one digital marketing and customer service tailored to both their shopping history and current behaviors as they visit a particular store or uses the app to scan a bar code in the store.”
Regardless of which is a better fit for your store, MBS can help! Our advanced e-commerce product, inSite, can easily be optimized for mobile devices and our new mobile app, On The Go, puts your store in the palm of students’ hands with price comparison, buyback look up, and more! Talk to an MBS Representative for more information.
Top 5 Mobile Commerce Trends
Aug 30th
The following article was written by Rimma Kats for Mobile Commerce Daily.
The mobile commerce space is growing rapidly and marketers are increasingly turning to new technologies such as NFC and augmented reality, as well as classics including SMS and mobile advertising to increase revenue.
The mobile commerce space has changed over the years. However, marketers are gradually incorporating traditional and emerging mediums to drive engagement and sales.
“There is no doubt that from devices, to trials, to full-blown launches, mobile payments are accelerating and starting to look like they will become a real business,” said Drew Sievers, CEO of mFoundry, San Francisco.
“Even more impressive are the numbers around mobile commerce, where someone purchases a digital or remote item through their mobile phone,” he said.
“The best marketers are using the mobile phone to acquire, retain and increase share of wallet from their customers. As with mobile banking, simply replicating the online experience isn’t enough, and marketers who mimic online will see lower rates of adoption and success.”
NFC
Near field communication is still rather new, but the technology will grow even further in the coming years.
NFC lets consumers use their mobile devices to interact with almost any real-world object such as posters, clothes and shop windows.
Currently, Google Wallet and Isis lead the NFC race.
However, as adoption continues to grow, more companies will jump on board.
NFC has the potential to be so much more than it is now.
Consumers are increasingly using their mobile devices to make purchases – both large and small.
Therefore, giving them an option to pay for goods and services through mobile will be crucial – especially for retailers.
“As more phones hit the market with NFC support, you can expect further growth and acceleration in the mobile payments industry,” Mr. Sievers said.
“While it will still be a small percentage of traditional purchases, the growth should be impressive,” he said.
Location-based mobile advertising
Many retailers such as Target, JCPenney and Macy’s continually turn to mobile advertising to drive in-store traffic, as well as help increase sales.
Mobile advertising is a great way for companies to reach a wide audience.
In past months, marketers have added location to the mix to better target consumers.
For example, Victoria’s Secret and Best Buy have been adding location to their mobile advertising strategies to help consumers find the nearest physical location.
Many consumers are still wary of purchasing items through their mobile devices.
Therefore using mobile advertising to drive foot traffic is a smart move.
“Marketers understand that this new shopper is digitally savvy and is interested in getting the best offers,” said Cyriac Roeding, CEO of shopkick.
“Retailers now have the ability to reach consumers all the time, whether they browse new items within the application while at home sitting on their couch, to the time they come into the store to earn walk-in rewards and check-out offers in person.
“Mobile will soon be the No. 1 marketing medium for physical retailers and is the key to their future success.”
SMS
SMS is one of the simplest and most effective ways that marketers can increase revenue.
Firstly, the medium is a great way for companies to build their databases. From there, they can send out timely SMS messages that inform consumers of upcoming sales and other mobile exclusives.
Companies such as Macy’s, Target, Gap and Victoria’s Secret have all used SMS effectively.
For example, whenever Macy’s has an upcoming sale it sends out an SMS message to its opted-in database to inform them about it.
Additionally, Gap recently partnered with Visa to offer cardmembers mobile discounts when they opt-in to its service.
Incentives are a great way to engage consumers and including them in a call-to-action or within a text message may prove to be effective.
QR codes
There is an ongoing debate with QR codes.
Marketers either completely love them or completely hate them.
However, companies such as Express, Boston Market, Starbucks, Walmart and McDonald’s have implanted mobile bar codes into their strategies.
Retailer Express continuously places QR codes on its direct mail to let consumers shop featured looks.
Restaurant chain Boston Market drove consumers to its locations via a campaign that incorporates QR codes and enticed users to scan them by offering prizes.
McDonald’s recently put QR codes on its packaging as part of an ongoing effort to help customers lead a nutritious life and make informed choices.
The fast food giant introduced the new nutrition mobile bar code on packaging at its Olympic venue restaurants.
When used correctly, QR codes can be very valuable to a marketer’s strategy.
By linking the mobile bar codes to an incentive, companies entice consumers to scan them and connect with them on a deeper level.
Social media
Mobile and social inherently go hand-in-hand.
When married together, the result is incomparable.
Recently, with Instagram and Pinterest entering the space, marketers, brands and retailers are able to drive purchase intent, while starting a dialogue with new and existing customers.
Additionally, marketers are increasingly adding social into their mobile apps, sites, SMS campaigns and other mobile efforts.
“We are seeing a major shift among brands as they recognize the need to deliver distinct experiences across all mobile channels,” said Carin Van Vuuren, chief marketing officer at Usablenet.
“It’s abundantly clear that consumers do not want to browse a mini version of the desktop website from their phones,” she said. “Instead, customers expect unique experiences in mobile that take into account what they are trying to do in the moment and at that particular stage of their journey.
“Further, mobile is the channel of choice for social, forcing minimum requirements on mobile now to include deep social integration to enhance the mobile experience and enable users to share favorite products and purchases with their networks as part of their shopping experience.”
Retail’s Future: Price Comparison Via Smartphone Apps
Aug 16th
The following excerpt is from the article Retail’s Future: Price Comparison Via Smartphone Apps written by Eric Zeman for InformationWeek.com
Brick-and-mortar retail businesses are under assault from smartphones. New data from Yankee Group shows that a growing number of smartphone users are taking advantage of mobile shopping applications to see where they can get the best deal.
According to Yankee, 46% of shoppers are using mobile apps when they cruise retail aisles. This figure is up about 5% since 2010. Half of the 46%–or one-quarter of shoppers–buy a less expensive product elsewhere once they’ve compared prices and availability.
Mobile has become a “fundamental part of the shopping experience,” says Yankee. More than half of consumers–54%–have downloaded at least one type of mobile shopping application, and about 24% of consumers believe mobile shopping apps are “essential.”
Consumers with higher incomes have been faster to adopt price-comparing apps and use them to buy from different stores or request that the brick-and-mortar location in which they are shopping match what they find on their phone. Of those making more than $200,000 in annual household income, 83% are likely to purchase the product online instead. That’s damaging to retailers.
“Our survey is a wakeup call–this adds up to millions in potential lost revenue for brick-and-mortars,” said Sheryl Kingstone, Yankee Group research director and author of the report.
“Retailers must embrace mobile beyond price comparison and target consumers who are not solely driven by price,” said Kingstone. “Engaging mobile consumers with tools such as inventory availability, real-time personalized offers, personal shoppers, and self-checkout will make the difference between retail success and failure in the new mobile economy.”
Allowing consumers to tap into inventory and other pertinent data could be a huge benefit to traditional retailers. The “immediacy factor” of being able to make purchases instantly, or the same day, can be a powerful motivational factor for brick-and-mortars that they should use to their advantage.
Don’t lose out on potential revenue! Take control of your sales by placing your store’s pricing and inventory information in the palm of students’ hands with your own branded mobile app! Available for both iPhone and Android devices, On The Go places relevant information directly in the hands of your customer base.
Seamlessly integrated with inSite, the app pulls data from your e-commerce page so that students can look up buyback prices, compare textbook prices, and search for general books and merchandise. Because it’s fully customizable, you can even brand the app by customizing it with your name, colors and logo!
Watch a demo then talk to your MBS Representative about how a mobile app can keep your store stay ahead of the game.
The Motivation to go Mobile
Jul 13th
The following excerpt is from the article 76% of small retailers not gone mobile, even though 89% want to, finds study, written by Paul Skeldon for Internet Retailing.
Small and medium sized retailers are being left behind when it comes to incorporating mobile commerce as part of their customer offering, finds a study undertaken by Onepoll for MoPowered.
According to the study, 89% of SME retailers cited m-commerce as essential for capturing new business, with many of the merchants surveyed believing that m-commerce sales would grow by a third within the next 5 years. But, only 24% of these retailers actually had a site that is compatible for m-commerce at the time of the survey. The main reasons cited for not going mobile were perceived as high costs, lack of resource and concerns about security.
Dominic Keen, chief executive of MoPowered, an m-commerce solution aimed at the smaller retail sector, says: “The retailers that we spoke to are right in thinking that mobile commerce is essential for their growth. Research from Google shows that 15% of all online traffic is now coming through mobile. This means that not having a mobile optimized site is equivalent to shutting your online store for one day every week.”
Commenting on security concerns around mobile Phillip McGriskin, Chief Product Officer at WorldPay adds: “Retailers should choose an m-commerce provider that takes security seriously and puts security at the heart of everything they do. Customers should experience the same high levels of security through the mobile channel as through e-commerce, as payments systems should be fully compatible with payment card industry standards.”
The study also found that 27% of those questioned had abandoned transactions when shopping via mobile on a non-mobile optimized site. Additionally 79% said they had found shopping via mobile to be slow and difficult to navigate.
Keen adds: “It is important that retailers get their mobile offering right. Retailers that don’t have a mobile site are losing out on transactions as browsers are not being converted into sales due to difficulty in navigating non-mobile optimized sites.”
Talking about the importance of integrating onto the channel Clare Rayner, independent retail expert says: “SME retailers need to take every opportunity possible to ensure that they continue to be part of our retail landscape. Shopping is becoming more and more about multi-channel accessibility and it is therefore essential that independent retailers embrace the opportunity offered by mobile commerce.”
MBS’ new mobile app, On the Go, can resolve this issue for college stores. Because it’s seamlessly integrated with inSite, On The Go pulls data from your e-commerce page so that students can look up buyback prices, textbook prices, and search for general books and merchandise. They can then even purchase their textbook from your store directly through the mobile app. Watch a demo or find out how we can help your store go mobile by talking with your MBS Representative.
