In the past year, it's become increasingly clear that mobile is a top priority at large enterprises and small businesses alike. A recent American Marketing Association webinar with Ensighten's Director of Product Marketing, Karen Wood, and senior product manager Jeremy Woska, noted that by 2018, mobile will make up 53% of e-commerce. It's space your customers are living in, so your business needs to live there too.
Mobile is already impacting your sales whether or not the sale happens on mobile devices. It's up to your business to change whether it's going to positively or negatively impact those transactions. Mobile apps are shown to increase sales in addition to engagement, and enable your business to personalize the experience. Plus, customers can often get problems solved and questions answered faster, rather than using up customer service resources.
Give your customers what they want
More than 1.2 billion people worldwide access the Internet from mobile devices with that number only expected to go up. And as mobile devices in our day-to-day lives are becoming increasingly pervasive, businesses need to integrate mobile into their strategy to deliver value to customers.
Right now, about 9% of e-commerce is happening on smartphones, while 20% of sales come from tablets. But, while mobile sales are expected to grow, this doesn't explain the entire picture. Research shows that 65% of multiscreen users begin the shopping process from a smartphone. So, as Wood and Woska point out, even as customers eschew their phone or tablet to make purchases, mobile is still playing a huge role in the purchase cycle. Plus, users' goals vary from desktop to mobile device to in-store, and what constitutes an engagement or a successful interaction varies. Compared to the mobile Internet, native or hybrid apps are more flexible and dynamic, allowing your business to better meet the mobile-specific needs of your customers.
Get what you want from your customers
Forrester research shows that 68% of customers with smartphones are using them in stores. Many of these users do this to comparison shop say Wood and Woska, whether they are in your store or at a competitor's store. Having a strong mobile presence can help meet these customers' needs, while your business can also tap into the data they are creating.
As you create a specific-to-mobile experience, remember that customers expect that if they give information on one channel, then that information is readily available and can get applied to their experience in another place. Creating a relevant, consistent customer experience requires that you unify data from apps and all other channels and touch points. The more you know about each customer, the more you can strive toward a personalized, one-to-one experience.