M-commerce Summit 2012, State of Mobile Commerce – Morning Update

Manolo Almagro, Weekly Columnist

Posting live from New York City today, at the M-Commerce Summit 2012.

Zappos keynote highlights

tablet app has always been the priority; iPhone and android were released after. Customers prefer a richer experience over the small mobile screen when shopping.  The iPad users have the biggest shopping basket and order value, followed by the iPhone and Android.  Marketing focused on being featured on AppStore or Google Play – leverages WOM over other media channels for promotion.

Mobile apps have a halo effect on a brand, the better the app, the higher brand rating. New features with products via 360 views, has increased conversion rates, the key for selling more online is attributed to how products are merchandised on site (online and mobile)  Zappos takes tens of thousands of product photos daily.

Zappos uses a Top of Mind strategy relying on “push notifications” as reminders to purchase with In stock notifications (sign up on site) when items are out of stock. Badge notifications and frequent app updates.

Native support for Twitter (doesn’t require login if already login in from other apps.) – posting on twitter via link sharing, help with SEO. Native Facebook support -showed increase in traffic  Pinterest integration is in development.

The Mobile Shopper: Wave Collapse Study – 2012. 

Online Study: 1000  iPhone, Android, Windows or Blackberry users

Key insights: mobile shopping behavior is closer to physical store shopping behaviors – than to online store shopping. The frequency of purchase is much higher with mobile than online.

Mindsets for mobile shoppers differ and are related to the type of stores being visited.  Top stores for mobile browsing are, department stores, malls and Electronic stores.  Stores that are more likely to see mobile purchasing are, Discount stores, groceries, warehouse, hardware and general hardware stores.

Browsing is the norm for digital. – Survey participants state that online shopping is better than an in-store experience. Tablet browsing is better than Smartphone mobile (richer experiences)

Brands must integrate Social; 56% follow a brand on a social network; offering discount deals is a bad strategy as it sets the expectation that the only reason to follow a brand is to get better deals. In one week, more than half give up to 25% of their purchases the brand they follow.


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