Good news for retailers investing in mobile: 1 in 3 consumers will be placing more confidence in m-commerce and will spend more over mobile this Christmas according to the latest IMRG/eDigitalResearch eCSI report. Rapid increases in the availability of mobile optimised sites and platform-specific mobile apps will see 49% of consumers plan to purchase through a smartphone this year.
“Christmas is by far the most important time for retailers. This year will be one of the first Christmas shopping periods where mobile shopping will be readily available to the majority of consumers. The rapid development in mobile technology and the quick uptake by retailers of mobile sites and retail apps means that more and more brands have the opportunity to connect with potential customers, encourage purchases and increase revenues.”
Derek Eccleston, Research Director at eDigitalResearch
One of the biggest trends in e-commerce we are seeing this year is the integration of purchase experiences across multiple channels. One example of this is from Magento, whose Enterprise 1.11 “persistent shopping cart” feature enables consumers to begin and revisit their shopping experience on multiple devices, such as laptops, desktop PCs, mobiles and tablets.
For retailers, the statistics that become available will be extremely useful in establishing correlations between browse and purchase behaviour. For consumers, it can only add value to their journey by providing consistant shopping experiences across multiple devices, allowing them to browse on their smartphone on their train commute, add products to their cart on their tablet, and finally complete the purchase on their laptop.
Adding personalisation technology to each channel will also help to provide a consistant shopping experience, and help increase revenue and conversion rates. For example:
- knowing what brands or categories a visitor is most interested in may allow the mobile app to change homepage images to increase the likelihood of an “add to cart” event
- understanding past customer behaviour and the products in the persistant shopping cart will enable the tablet-optimised site to adapt to encourage engagement
- the e-commerce site can adapt to persuade consumers to add complementary products and offer relevant cross-sells when completing the purchase on a laptop
Our personalisation framework is built on a flexible API which allows any device to connect and adapt experiences around individual behavioural data. As multi-channel shopping experiences become more integrated, retailers can harness the behavioural data freely available from visitors and consciously achieve business results by creating cross-device personalisation strategies that provide visitors with better experiences and maximise opportunities to generate revenue with personalised, dynamic shopping experiences.