A recent article by Sarah Kessler, compares mobile shopping today to the early stages of internet shopping back in the '90s; and I think she has hit the nail on the head.
I am extremely excited about the prospects mobile shopping presents.
Much like internet shopping 15 years ago, mobile shopping is only now beginning to take root. As Kessler points out in her article, smartphone penetration in the US (in 2009) was just 17%, but sales are soaring! According to mobilemarketingwatch, in 2010 mobile ad impressions in iPhone shopping apps grew by 249%.
We live in a world of value and convenience. The easier you can make it for the consumer to purchase from you, the more likely you are to generate a sale. Consumer focused social media and group discount platforms are on the rise. Consider Foursquare, Places, Yelp, Groupon, LivingSocial, Wow, etc.
Whether your goal is prospecting or loyal customer cultivation, your business needs to recognize that consumers are going mobile with greater and greater frequency. But much like social media cultivation, don't anticipate that a smartphone user will begin immediately purchasing from you just because you've built a mobile portal. They may first use the site for research and price comparisons, discount offers, brick & mortar street addresses, or Q & A. However, if their initial "courting" experience is a good one, they'll feel more comfortable making a purchase from you when the time is right.
Remember, regardless of why they are engaging your business; the simple act of doing so is an indication that the consumer is interested in developing a relationship that could lead to customer conversion. Then it's up to you provide a positive mobile experience and guide them along the customer lifecycle.
Don't make the mistake with mobile shopping that many businesses made during the dawn of internet shopping by dismissing it as a fad. Be very aware of the important role mobile communication plays in the lives of consumers worldwide.
I'm not advocating for jumping on the bandwagon without doing your due diligence; but I am advocating for doing your due diligence.
I am extremely excited about the prospects mobile shopping presents. Much like internet shopping 15 years ago, mobile shopping is only now beginning to take root. As Kessler points out in her article, smartphone penetration in the US (in 2009) was just 17%, but sales are soaring! According to mobilemarketingwatch, in 2010 mobile ad impressions in iPhone shopping apps grew by 249%.
We live in a world of value and convenience. The easier you can make it for the consumer to purchase from you, the more likely you are to generate a sale. Consumer focused social media and group discount platforms are on the rise. Consider Foursquare, Places, Yelp, Groupon, LivingSocial, Wow, etc.
Whether your goal is prospecting or loyal customer cultivation, your business needs to recognize that consumers are going mobile with greater and greater frequency. But much like social media cultivation, don't anticipate that a smartphone user will begin immediately purchasing from you just because you've built a mobile portal. They may first use the site for research and price comparisons, discount offers, brick & mortar street addresses, or Q & A. However, if their initial "courting" experience is a good one, they'll feel more comfortable making a purchase from you when the time is right.
Remember, regardless of why they are engaging your business; the simple act of doing so is an indication that the consumer is interested in developing a relationship that could lead to customer conversion. Then it's up to you provide a positive mobile experience and guide them along the customer lifecycle.
Don't make the mistake with mobile shopping that many businesses made during the dawn of internet shopping by dismissing it as a fad. Be very aware of the important role mobile communication plays in the lives of consumers worldwide.
I'm not advocating for jumping on the bandwagon without doing your due diligence; but I am advocating for doing your due diligence.
