Retail is alive! Mobile shopping is still shopping, and consumers are here for it
Stop and think about a day you could go without your smartphone. You are checking your calendar to see when or if that is even possible. And yet you may not realize that checking email, texting your doctor or tracking your children’s usage is only part of the life your smart device breathes into you. Last year, Americans made almost 30% of purchases through a mobile device. Next-day and same-day delivery created a market for mobile shoppers and retailers are responding.
The one where the market creator remains the market leader
Amazon, the retail Goliath, created the market for instant gratification with its online presence and product availability. Fast delivery with endless brands and products remove the need for the everyday consumer to visit their local grocer or department store when they are in a pinch. Online retailers like Amazon deserve most of the credit for the boost in e-commerce sales, increasing to 14% in 2018 which is up from 5% in the late 1990s. Yes, technology is a big player, no doubt. But without creating the market, there is no market. So which came first? The chicken or the egg? Either way, you can have an omelet for breakfast within two hours thanks to same-day delivery.
If you build it, they will come
Retailers took note of the power Amazon had in this space and it was game on. Wal-Mart matches Prime Day with their own Big Sale which lasts four days. Wayfair offers Black Friday in July, an homage to the biggest shopping day of the year. These grand shopping days where items are marked down 20-80% work to establish a new consumer or bring the repeat consumer back in the middle of the year, a time normally reserved for summer vacations and less shopping.
Today, women are twice as likely to place a mobile order than men. And as women are making more purchases per year, they are benefiting from the war between e-commerce retailers. The mom of three can place an order for groceries from her phone or tablet and swing by the grocery store on her way from picking the kids from school. The woman hosting a gala can place an online pick up order at her favorite department store, walk in and grab her items within an hour. The convenience mobile shopping affords its consumers benefits both the woman-on-the-go and the retailer she has always depended on.
Relevance is key, differentiators promote success
Retailers have that one “thing” that keeps consumers coming back again and again. When building a mobile platform to expand the business, retailers must not lose sight of that. It’s imperative to find a way to translate those qualities into mobile shopping and it can prove to be difficult if a business relies heavily on the personal interaction. Large retailers are allowing consumers the option of extended return policies and free shipping on purchases and returns. For those retailers with a known and trusted loyalty program, upgrading to an omnichannel solution allows the modern mobile shopper the same opportunity to gain and use rewards that maybe were once only available in the store. As retailers pour more money into building and strengthening their mobile presence, they are looking to their top consumers to see what keeps them coming back and how to keep them interested in the brand. Knowing who uses the brand most and why is a springboard into building an effective mobile shopping experience.
Mobile shopping isn’t a fad anymore, it’s a way of survival. You need toilet paper tomorrow, pick up your smartphone and place an order with your local grocer and there it is, waiting on your doorstep the next day. Retailers are seeing the importance of reaching their consumer on a mobile platform, and to stay relevant, they're adapting. Retail isn’t dying. If anything, it’s only getting stronger thanks to progressive technology. Don’t judge a book by its cover and don’t judge the health of a retailer by its brick and mortar alone.
Learn more about how Infor Converged Commerce is revolutionizing the mobile shopping experience.
- CloudSuite Retail
- Converged Commerce