Retailers: Time to Answer the Call

Mobile, the next frontier for retailers is fast approaching.  In an article in Internet Retailer, it is reported that only 5% of the largest e-retailers offer mobile solutions, with 4% offering mobile optimized websites and 1% offering iPhone optimized sites.  Our recent research (ForeSee Results) of visitors to the top 100 Internet Retailing sites showed the following:

• 15% of visitors have a smartphone
• 10% of visitors have used their phone to check prices
• 6% of visitors have used their phone to look at product reviews
• 11% of visitors have used their phone to send a picture of a product to someone

So, how important is it for retailers to have a good mobile solution?  Well, the largest online retailer, Amazon, has a pretty good iPhone app that allows you to check prices, look at product reviews and purchase!  If you are a retailer, most likely Amazon is a competitor. You need to have a competing mobile solution for your customers. 

If I am a retailer, I sure don't want my potential customers walking down my aisles using the Amazon iPhone app. And not to have an option to use my iPhone (or mobile optimized) app.

It is time for retailers to deploy high quality solutions to the mobile platforms.  And the key to success will not only be a great mobile (and iPhone) application but also great integration across the channels, making it easier for consumers to move from web to store to mobile.

Comments

[Jim LaBoda]

Excellent points Larry. I will personally leverage my Amazon iPhone application to price compare on all kinds of products, especially at book stores, electronic stores, etc. I will read reviews, and gauge community interest on the product I wish to purchase. "Power of the Crowds" can be a powerful tool with converting browsers to customers, especially when an online community engulfs and transcends general marketing literature.

Retailers need more than just an iPhone application. They need to harness the Web 2.0 collaborative technologies, igniting a sense of community ownership and self-fulfilment of a product or service.

Convergence of mobile technologies and applications has dynamically altered not only user experiences, but business process models of retailers. It will excellerate the need to convert browsers to buyers quicker, as ubiquitous information on a retailer's products, services, and reputation are not only realtime, but mobile alongside the user.

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Internet Retailer is America's #1 source of information on e-business strategies for retailers and direct merchants. The magazine also covers exclusive reports on the competitive, marketing and operational trends in e-retailing. If you are a store-based retailer, a cataloger, a virtual merchant or an e-business provider, Internet Retailer provides the information you need to make the most of your use of the internet as a retail sales channel, multi-channel integrator or a tool for supply-chain automation.

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Is higher education or a college degree important for a successful retail career? Retail experts with a wide range of experience have different opinions.

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The site’s great and I’m excited about how it’s going to develop. Will one of the developments include a global perspective on the Local Search?