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THE RTL DIGITAL MARKETING BLOG

Ecommerce

Mobilution of E-commerce (why mobile shoppers are in control)

As technology advances, so does the needs and demands of the digital shopper to be catered too.  In 2014, 33% of all online order come from mobile devices (Shopify).

Shoppers are demanding from their favorite product lines the flexibility of mobile shopping.  Don’t offer a mobile responsive site?  Be prepared to lose their business.  Let me draw you an analogy:  You know that wonderful place to eat called “Waffle House”?  For years, after credit cards were widely accepted as a payment method, they stood firm in only accepting cash.  I, along with millions of other young people, loved to eat my hash browns scattered, smothered and covered, but I took my business down to the road to IHOP where credit cards were accepted.  Finally, after feeling crispy from the backlash of the customer anger, Waffle House got the clue and expanded their payment options.  Loyal fans returned in droves.

In order to maintain market share, small and large businesses alike must adjust their e-commerce platforms to accommodate the needs of the “on the go” shopper or they will be closing shop soon vs later.

Not only is the user experience required to be a cleaner and streamline in order to convert, but retailers must focus on limiting products offering on mobile websites in order to increase conversions.  Over stimulate the customer and they will exit the site and shop at the competitors.

What are a few ways customers are looking to be accommodated to?

Customers expect their mobile shopping experience to be made easy with competitive discount promotions.

“Seventy-five percent of mobile shoppers redeem a coupon from their mobile devices in 2013. Additionally, 80.4 percent of shoppers said their perception of a retailer would improve if the retailer offered mobile deals and coupons (Mobile Commerce Daily).

Shoppers desire product providers to make life easier by providing a bonus.  A company selling concert tickets might suggest the local watering hole near the concert venue for a pre-show beer or a hotel to stay at.  Service should not stop at the sale, but include suggestions that meet other needs the customer might have.

Customers are drawn to mobile responsive website versus mobile apps. In the past few years, businesses have gone a bit nuts launching mobile apps. Unless your mobile application is far superior to the competition, then don’t expect users to use it for long.  Studies show that 80-90% of applications are downloaded, used once and then deleted.   For a small business, investing in a mobile responsive website and ongoing A/B testing for user experience will result in a higher ROI for the company.

Important things to remember when launching your mobile responsive website:

Cross tracking device is vitally important as shoppers might research new products on one device and convert on another.  Customers review products online prior to stepping for into the store to buy.  In fact, no longer are a host of floor sales people needed, buyers have their mind made up before they cross the store threshold.

Mobile responsive design is a strategy that should be implemented across the board.  Don’t waste your time designing a website that is mobile responsive if email marketing is not going to be mobile responsive as well.

Don’t get comfortable in your website’s mobile design because user’s needs are going to change…yesterday. Remember E-Commerce companies, user experience goes out of style as fast as the latest fashion trends.  Don’t get lost in last season’s faux pas.

Smart Ideas. For Free.

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Kelley’s role at RTL Digital Media covers a spectrum of design and production functions, including animation, catalog design, and trade show design with an e-commerce focus. She puts extra energy and life into our clients’ projects.  She knows how to make design fit perfectly—and strategically—into an organization’s branding and messaging.

Kelley’s experience includes directing the creative and artistic vision for Geneologie, an online and catalog fashion resource.  In three years, she was promoted four times, leading the in-house promotional marketing efforts. She built the vision, strategy and delivery teams that focus on Direct Mail pieces including catalogs, apparel, packaging, and design production.

Kelley previously served in a designer capacity assisting Americasmart, creating product displays, and was an intern with Denmark Ad Agency, where she created presentations, print graphics, and branding packages. She has received awards for her designs and invests her personal time with charities donating artistic help, graphics, and mentoring.