The amount of people using smartphones continues to rise. This has significantly influenced both the way people shop online and the way people shop in-store. Smartphone users can now interact with e-commerce websites 24 hours a day. When you consider that 57.8% of consumers shop when watching television, and 17.3% of people shop while in cafes & restaurants, it is easy to understand why e-commerce sales continue to grow. It is so simple for a consumer to make purchases online in 2015 as the modern consumer has a Smartphone at hand all day, every day.
How mCommerce is Transforming Retail
However, the modern consumer doesn’t just use their smartphone to shop online, they also use it to research items that they plan on buying in-store. This means that bricks & mortar retailers need to consider things like in-store WI-FI. People want to check reviews of products in-store and if this function is not available because of poor WI-FI, they may miss out on a sale. Find out more in this info-graphic from SnapParcel.
1. Provide good user experience across all devices
It is the first and the most important step you should undertake when running an online store. Consumers are impatient when shopping on the Internet and most of them abandon the website if it loads too long. Errors while reading the page may also cause that user will never come back to finish the purchase. Don’t forget to design a user-friendly site that will encourage visitors to purchase, rather than disincline to your store.
2. Focus on mobile
Smartphone traffic to e-commerce sites is growing much faster than traffic from other devices. Users are increasingly shopping through their mobiles, while sales through PCs have dropped recently. Mobile ads and offers seem to be more effective and lead to better conversion rates.
This all means that advertisers should adjust their strategy to mobile devices and be more focused on smartphones as their crucial funnel.
3. Adjust your offer to peak shopping times
According to research, peak online shopping hours are from 8 PM to 10 PM. It seems reasonable as at that time people tend to have more spare time after work. As your clients are active during the evening, you can offer some discounts and promotions in the morning or afternoon to distribute evenly traffic on your page.
4. Leverage multi-screening
Consumers are switching between devices constantly. Nearly, 60% admit that they browse the Internet while watching TV, often searching for information on something they have just seen. With this knowledge, advertisers can plan integrated multiscreen campaigns that will provide a consistent brand experience across multiple screens.
Remember that each media device fulfills a different role in brand building. For instance, TV helps in generating awareness, while mobile ads can work as an incentive to buy.
5. Be on top of current trends
The digital world is changing in the blink of an eye. What’s popular today, may be out of date tomorrow. Consumers and their behavior are evolving as well. Thus, form a habit of browsing daily news that is related to your industry and current trends. I recommend leveraging the possibilities that Feedly offers. It is a tool that helps you organize content on distinct topics and from different sites through RSS feeds. Every day, spare first 20-30 minutes in the morning for reading the latest releases on your favorite blogs.