Mobile commerce: are we nearly there yet?

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The landscape of the Mobile commerce seems to be much more promising than ever in 2016, “despite the fact that buying on the smartphone in particular causes a lot of stress”, said Matt Asay, vp of mobile at Adobe Marketing Cloud. Consumers has matured in his online shopping experience and has become more demanding, the knows what they want from a smartphone shopping experience but retailers still have a lot of improvement to provide it.

While mobile commerce is on the rise, its conversion rates are still behind desktop’s. Mobile checkout remains a biggest challenge, that’s because in a smaller screen is harder-to-find product details and to complete credit card form fields, it’s easy for shoppers to give up on a purchase. People have a bad checkout experience once, and they remember that poor experience… Many companies are finally realizing that true business success comes as a result of putting the user first.

So, optimized mobile checkout is a top priority, but globally Mobile-commerce traction will continue its climb for sure.

By 2020, mobile commerce will represent 45 percent of total e-commerce, equaling $284 billion in sales, according by a BI Intelligence report. That’s more than three times what’s expected for 2016: BI Intelligence predicts mobile commerce will hit 20.6 percent of overall e-commerce, or $79 billion.

So, how retailers are gearing up for a mobile-battle right now?

Whereas the big trend in mobile payment methods, loyalty programs and the continues improvement on the technical side, there are some app’s centric shopper that are transforming the in-store retail landscape and finally gaining ground quickly: one of them are « Beacons ».

More and more retailers are using Beacons for their Proximity Marketing Campaigns. Brands such Carrefour, Macy’s, McDonald’s, Best Buy, Nordstrom, etc., are delivering a positive in-store shopping experience to theirs customer. But increased sales from micro-targeted push notifications is only part of the story. “There is so much data on customer behavior that retailers are missing out on or don’t think about collecting », say Jonathan Spooner, strategist at Intersection, a design and technology company focused on customer experience.

Beacons can send text messages via Bluetooth to a customer’s smartphone, like to tap shoppers on the shoulder electronically, when the customer is approaching the department. So, the shopper has the advantage of being informed at the time of the purchase decision, to know the benefits of each product and receive exclusive promotions when, for example, he is in a store aisle with their smartphone in hand, comparing prices or looking up more information on a product. This is what the new hunt for deals looks like.

According to a report from Boston Retail Partners, Business Insider estimates that beacons drove $4 billion in sales in 2015, and predicts a tenfold increase in 2016. Recognizing such trends, retailers are becoming aware that in-store technology can help them win sales. A key factor could be the announcement of « the first major update to the Bluetooth standard since 2009 – Bluetooth 5 », according to the Bluetooth Special Interests Group (SIG). Bluetooth 5 will definitely open doors to huge opportunities in the proximity space.

With the advent of beacon technology, contextual computing and the Internet of Things, it’s becoming much more complex. Beyond only consider what’s happening on the screen of a device, designers and developers need to be fully aware about the fact that the physical space is becoming a dimension that UX teams have to consider in their work.

This is why a comprehensive vision of the customer experience lifecycle always frames the decisions and recommendations we make on every project, large or small.

Ismaël Carrasco Fricker
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Ismaël Carrasco Fricker
Chef de projets
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