The Mobile Shopping Experience – Turning Shoppers into Buyers

Mobile shopping

Jim Donaldson

Jim is the Sr. Director of Corporate Communications at Mojix, Inc., a global leader in item-level intelligence solutions for Manufacturing, Supply Chain and Retail. Jim has more than 30 year's experience working for both start-up and public technology companies.

March 28, 2018

Today’s online shoppers are looking for a seamless mobile shopping experience across all their devices, but many retailers are not quite sure how to deliver. On one hand, shoppers want their shopping to be as easy, effortless, and intuitive as possible. On the other hand, it takes a great deal of effort to make that possible, given the fact that the technology, as well as buying behaviors and expectations, seem to be in a constant state of flux.

Here’s what we do know

The revenue potential, as driven by mobile either directly or indirectly, is not something to ignore. A 2016 study shows that while global online sales topped out at $60 billion, mobile interactions that influenced an offline sale soared to over $1 trillion.

Taking advantage of these trends, however, requires a shift in strategy, especially where the mobile site is concerned.

Consider these stats:

  • 62% of people with smartphones have purchased online from their mobile devices
  • 80% of offline shoppers use their mobile devices to research products
  • 50% of global eCommerce revenue is mobile
  • 37% of online shoppers would be willing to pay more for a product if their mobile shopping experience was that much better

Improving customer experience will put you ahead of the curve in mobile sales

To take advantage of these metrics, retailers need to tap into the mobile behaviors that are driving sales in order to provide their customers with a better overall customer experience (CX). Retailers that understand the key differences between their traditional online shoppers and their mobile shoppers will always have the edge.

These key differences include:

  1. Mobile shoppers do a lot of research. They prefer good product photos, product information, research and access to reviews all in one place. Your analytics can tell you how much time your users are spending on the mobile site, allowing you to adjust and add content where you see a disconnect.
  2. Mobile shoppers shop at different times of the day. Tracking usage and access will enable you to better budget and target your mobile advertising for these peak times.
  3. They shop based on their location, so make sure maps, addresses, phone numbers, and store hours are clearly noted and easy to find. Mobile ads can also be targeted by location to encourage visits.
  4. Mobile shoppers want it “quick and easy”. Make your mobile site easy to navigate and your web forms and checkout process as simple as possible.
  5. Offer secure payments such as PayPal. Not every mobile shopper is comfortable with paying through an app. PayPal is not only trusted, it is simple to use and a familiar, preferred method to many online shoppers. Additionally, allowing customers the option of calling in to make a purchase over the phone is always a good idea.

Just like the in-store experience, your mobile customer experience can be a key differentiator for your brand. Paying close and constant attention to what your customers want and then following that up by making it happen is the key to CX success.

If you would like to learn more about how to craft a winning CX strategy, we would love to hear from you. Drop us a line today and let’s get started.

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