Shoppers are constantly using their phones to browse products and do product research. Yet when it comes to actually making purchases, mobile hasn’t caught on.
And that’s not just a battle between shopping in stores or shopping on mobile devices. Even traditional desktop shopping has an easier time convincing consumers to finish transactions, compared to mobile’s struggles.
This trend has proven a headache for retailers who aren’t sure how to get better results from mobile. Smartphones and tablets clearly have a critical role in retail shopping, but the sales don’t reflect that.
According to Ad Age, John Collison has the answer. Collison is the founder of an online commerce company called Stripe, and a recently released product promises to address what he sees as the two fundamental flaws of mobile retail: Ease-of-use and the quality of experience.
Getting Into The Minds Of Consumers
As Collison sees it, the experience of purchasing products is rarely a simple one. Consumers have to find products, add them to carts, sign in to their accounts, and perform other steps to complete a purchase. The process is slow and tedious on a mobile device.
Relay, a new mobile product from Stripe, facilitates these purchases through existing mobile apps already on user phones. Apps can be much more efficient platforms for purchases than retail websites, but most brands struggle to get shoppers to download their store-specific app — consumers don’t want to fill their phones with retail apps.
Instead, Relay offers a buying outlet built into existing apps, like Twitter, and facilitates retail purchases without ever leaving the app. This gives retailers two key mobile opportunities.
First, they can simplify and expedite mobile retail sales. But integration with Twitter and other key retail apps will also help address an important consumer pain point while leveraging mobile technology for enhanced shopping experiences.
And those experiences don’t have to be limited to mobile. Savvy mobile selling strategies can still integrate into larger omnichannel experiences, such as facilitating in-store pickups and using customer profiles to power better in-store recommendations.
Improvements to mobile selling may move some in-store and desktop sales onto mobile devices, but it won’t diminish the value of an omnichannel presence, which is needed to meet demands of shopping that move from channel to channel. Through better mobile selling, brands can keep shoppers satisfied and loyal — no matter which method of shopping they choose.
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