Are you ready for e-commerce on mobile in 2013?
Posted on January 16, 2013
Buy on impulse. Make it possible for customers, in 2013.
Let’s say you are waiting in line, thinking about that great widget you saw an advertisement for. You decide to check it out on the internet while you’re waiting. Looks good. Time to buy.
When the impulse comes to buy, where-ever the user may be, it’s a retailer’s responsibility to make that sale as easy and straightforward as possible. Every barrier to purchasing needs to be removed, because if it’s easier to buy elsewhere, then users will go.
Two companies already have a huge advantage, but it’s not an unassailable one. Amazon and Apple both have your credit card number on file and can enable you to purchase an item in one click.
For other retailers, it’s not always easy or desirable to keep credit card numbers on file, but there are options to making payments easier:
• Use Apple. Apple may take a cut of 30% on in-app purchases, but for some retailers that are vertically integrated, they may be left with enough margin. After all, most retail organizations take a 30%+ margin for goods.
• Use Paypal. Although Paypal is far from the most convenient way of enabling purchases, they do offer a mobile SDK which can be integrated into an app, or a standard integration within a mobile website. For some users this is an acceptable and viable option for them.
• Take Credit Cards. While we all realize that entering a credit card number of a mobile device is not easy, it’s entirely possible. Create an interface that helps the customer and makes it as easy as possible. Could you also use the camera on the phone to record the credit card number?
Add in this functionality to a general retail presence on mobile for product discovery, and the channel will be well covered.
What does Mobile eCommerce Mean for Consumers?
Mobile ecommerce is giving consumers an increased amount of flexibility and enablement for their purchasing decisions. The convenience factor, as well as the ability to act on time-sensitive and emotional triggers makes this a great service for them.
Making customers happy makes them more brand loyal and increases their customer lifetime value. Treat your customers well, enable them to buy your products and services when it is the best time for them where-ever they are, and they will be better served.