Mobile commerce is on the rise. According to Gartner’s survey on marketing’s role in digital commerce, mobile commerce makes up 22% of digital commerce revenue. You should be thinking seriously about the implications of this finding. But, you shouldn’t be rushing off to revamp their e-commerce websites or build mobile commerce applications, at least not yet. Despite having good intentions, marketing and technology leaders who jump the gun on a mobile site or app risk getting it all wrong—investing in the wrong technology, focusing on the wrong features and functions, targeting content and tactics to the wrong buyers, and alienating mobile consumers—unless they ask three questions first
1. Who are you trying to attract, engage and convert through mobile? How do they use mobile? Utilize sales, marketing and customer data to gain insight into your buyers’ mobile behavior and design a mobile commerce experience based on those insights.
2. Why would buyers go to your mobile site or app to make a purchase instead of another channel? Don’t assume mobile commerce means the same thing to all buyers. Some simply want the convenience of a mobile site, while others want advanced features best delivered in a mobile app.
3. How will you attract, engage, convert and retain customers in a mobile commerce experience? Just because you build it, doesn’t mean they’ll come. Will buyers learn about your mobile commerce experience by accident? Or will you use multi-channel marketing to reach and attract them?
Have a sense of urgency when it comes to expanding their digital commerce experiences to include mobile commerce. But urgency without data analysis and proper insight can lead marketers to invest in the wrong approach. For instance, Olive Garden launched mobile ordering through a responsive Web design (mobile site) that lets users order and schedule pick-up To-Go orders, but doesn’t support payment. On the other hand, competitors like Panera Bread, offer a mobile app that supports Rapid Pick-Up Orders, mobile payment and incorporates their MyPanera rewards program. These types of features enhance the mobile commerce experience and increase conversion, retention and loyalty.