Retail executives have caught on to the power of mobile devices. Representatives from a number of retail companies gathered in mid-August to discuss the power of mobile at the eTail East Conference held in Philadelphia. Executives from all companies agreed: To expand mobile traffic and maximize mobile conversions (sales made on mobile devices), companies need the right strategy.
According to Mobile Commerce Daily, a Hautelook executive reported at the “What’s Next in Ecommerce: The Evolution of the Industry and its Impact on Your Retail Business” keynote session that a rise in mobile traffic has resulted in approximately 40 percent of those users making purchases.
Advantages of Mobile
The Hautelook representative also noted that many companies now see the advantages of mobile commerce over its desktop counterpoint. For example, mobile devices allow companies to push out initiatives with short time spans (such as early morning sales). This often gives mobile users a significant advantage over desktop users who might not be on their device at that specific time—especially when inventory is limited. Retailers can also tailor marketing methods based on how users operate their devices. Mobile users tend to complete tasks on the go while desktop users sit and browse. These usage trends can help companies determine strategies for maximizing sales.
Mobile and Brand Connectivity
An executive from Urban Outfitters weighed in on how mobile can impact a company’s brand imaging and connectivity. Using sites such as Facebook and Instagram, companies can connect with customers and promote brands rather than focus solely on pushing sales. However, this strategy ultimately leads to increased mobile traffic via social media.
Further, Urban Outfitters noted an emphasis on providing in-store customers with additional information and products via mobile devices. Employees can also use mobile apps to assist customers.
Given this uptick in mobile traffic and conversions, m-commerce is more essential than ever for retailers across the board when the goal is an increase in mobile conversions.
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