Many medium and large organisations now have customer facing applications. The trick of course is
not just to have a beautiful, slick suite of applications, it is to have your target audience use the
applications, as regularly as possible, to execute real transactions.
Why would anybody use your M-Commerce App? Seriously!The logical conclusion therefore is that businesses should value and drive metrics such as recency,
frequency and dwell on their applications in order to maximise the likelihood that the visitor will
complete a purchase. Is this any different from what retailers do in the physical realm? Not really!
Get the customer into the shop, as often as possible and keep them there for as long as necessary to
optimise the probability that they will spend some money.
So why then do some retailers think that the digital sales environment should be fundamentally
different from the physical sales environment. Retailers should simply apply some of the same
lessons to their app environments that they have learned and applied in their high street stores. In
successful high street retail environments, retailers do many things to attract, engage and convert
customers such as….
- Create exciting displays to attract attention
- Provide offers that bring buyers into the retail environment
- Construct in-shop journeys and signage that ensure the customer can find what they are looking for (and other items that might perk their interest!)
- Once a client interacts with a product, ensure that there is a customer service advisor close by to offer assistance
- Allow the clients to examine the products that interest them
- Make it very easy for the customer to complete their transaction once they have selected
- their products
- Ensure that the shopping environment is optimised to keep the buyer on-site for as long as possible in case they haven’t quite committed to that purchasing decision yet
- Offer a loyalty programme that incentivises repeat visits and purchases
The good news is that all of this is possible in the mobile commerce world. The successful retailer
can simply apply their accumulated intelligence, as to what is successful in their store, to what they
offer on their m-commerce platforms. An inhibitor here oftentimes is that when expressions such as
Virtual Reality, Augmented Reality, Artificial Intelligence, Service Bots, Mobile Entertainment
Platforms and SCV Targeted Notification are mentioned, traditional retailers may perceive that the
conversation has moved to some far-off retail planet! Another inhibitor is a commonly held
perception that these technologies cost fortunes to deploy. Both notions are simply inaccurate. The
terminologies are simply tech-speak for technologies that have been developed to replicate real-
world experiences and methodologies. The costs of implementation are fractions of those that exist
in the physical world for setting up and staffing a store. And the good news is that your m-commerce
audience isn’t restricted to those that can drive to your shop and find parking outside. Your potential
audience is the total number of people around the globe within reach of a smartphone. That’s a lot
of people. Lots and lots of people!
B60 is a global thought leader in Enterprise Mobility Consulting and in intelligent, agile Mobile
Application delivery. If you are interested in understanding how to apply your retail know-how into a
mobile application that will attract, engage, re-engage, convert and retain customers in the m-
commerce world, get in touch and we can share stories!