Luxury Daily – Mobile commerce creates myriad opportunities for retailers, but they must first accommodate consumers’ concerns, according to a new report by Boston Retail Partners.
Sixty-one percent of Internet usage in the United States is on mobile devices, and mobile commerce, already one-third of ecommerce sales, is set to grow over two-and-a-half times as fast as total online sales. Although mobile commerce has been seen as a lagging point for retailers, most are focusing resources on improving mobile sites and implementing other mobile-based strategies over the next few years.
“Retailers should focus on utilizing mobile as a means to enhance the shopping experience inside and outside of the physical store,” said Ken Morris, principal at Boston Retail Partners. “To do this, retailers must provide rich product content, encourage product and brand reviews, and allow product or price comparisons.
“They also must provide associates with access to real-time customer and product information to encourage and enhance in-store interactions,” he said. “The goal of mobile is to enhance interactions between the brand and the customer through their mobile phone – ultimately resulting in additional sales.”
Read full article: Growth of mobile commerce creates online and in-store opportunities: BRP