Loyalty360 published an article which spoke about the importance of being mobile ready as retail shopping experience now spans across a larger spectrum of media and platforms. One of them being the mobile landscape which has, over the last couple of years gotten quite prevalent for consumer shopping behaviors. According to Kentico’s Mobile Experience Survey, 85% of smartphone owners use their mobile to compare companies, products as well as the prices before deciding on a potential purchase.
And amongst this crowd of people, 45% will do so on the actual store location. It also reports that whether or not an online shopper actually makes a purchase depends a lot on the product or its price; with 78% being smartphone owners, 75% being tablet owners and 69% laptop owners. On top of that consumers also take into consideration a company’s mobile web experience and aesthetics.
Now, I believe many times agencies are handed a brief to help a brand create that important experience for their consumers. Truth is, many creatives neglect seeing the possible flops in the implementation of a ‘good’ idea. Looking on the bigger picture has always been the usual way of creating a seamless holistic experience. However, many times when you actually zoom in to see the smaller finer details of each possible channel and platform, you tend to see a lot more flaws. What I would describe is a great campaign with a big idea that looks like it works so well on the facade but in actual fact, there are many flaws if you narrow into each execution leading to the entire campaign. Mobile web experience is essential for brands to obtain the necessary flow of traffic and could be one potential factor affecting a possible sales purchase.
If mobile websites aren’t optimized or designed to be appealing and efficient, the tendency of losing a potential consumer’s repeat visit is almost 90%. The survey reveals compelling results that 76% of smartphone users and 78% of tablet users will revisit the websites that often look really cool and works really smooth on their mobile devices. Bear in mind, this also shows how much efforts a brand take into consideration to provide that experience and this is a plus point scored. The report indicates 44% of the users will never go back to a website which failed on delivering these aspects. And 52% said they will hardly ever return.
With the raising popularity in tablets and considering the bigger screen size, responsive websites could leverage on the platform’s technology for it’s benefit. After all, when given a choice, online shoppers would prefer a larger screen rather than a smaller screen. Obviously, the in store experience online would be less engaging than the physical store itself. However, if we could marry both experiences into one, we have created the ultimate shopping formula. What if we had provided the shopper with such a great online experience that would so much influence them to visit the physical store and have that experience carried forward when they arrive at the physical store itself? I believe a great experience is one that leads from one to another, continuously giving the consumer one adventure after another. Anticipation over participation.
Quote from loyalty360
“Our survey suggests that while shoppers like the convenience of shopping online via mobile devices, they still want as much of an in-store experience as possible,” Kentico CEO and Founder Petr Palas said in a release. “While it may be impossible for businesses to provide mobile shoppers with a 100% in-store experience, they need to make mobile shoppers feel as if they’re truly in their stores, touching their products, talking to sales reps, and being catered to. Otherwise, they will lose business to those sites that do.”