Mobile Commerce: A Colossal Shift in Consumer Behavior

Mobile Commerce: A Colossal Shift in Consumer Behavior

In today’s world, consumers are becoming more mobile friendly and want everything – be it a service or product, at their door-step. The past few years have witnessed a remarkable growth in the use of smartphones, with countries transforming themselves into mobile- first economy.

These days mobile apps are playing a major role in consumers life as it has  become the default medium for accessing internet. Research shows that, “90% of smartphone users use apps, which is close to 158 million as of today.”
With the increased use of smartphones, the mcommerce or mobile commerce trend has gained tremendous popularity. Mobile has established itself as an integral part of ecommerce, and drives e-commerce traffic directly. The utility shift of consumers to smartphones is constantly driving the need for companies to take the bold step of creating a mobile app for their business. With big players in the ecommerce domain having mobile app as their main source of driving traffic, other companies are also on the path of delivering personalized experience through mobile commerce. 

Customers these days have adopted the methodology of  researching through their mobile prior to shopping. They compare prices of various products on apps of different ecommerce brands. Research have also shown that “Retailers who do not optimize their mobile browsing experience or introduce mobile apps are effectively turning away a third of their potential customers.” Therefore it is very necessary for brands to focus on the mobile user experience for higher conversions.

How click-to-call is changing the shopping realm in Ecommerce

Click-to-call is one of the most important features that every ecommerce brand should integrate with their mobile app. According to Google “more than half of smartphone users called up a business after doing a search because “it sometimes help to speak to a real person before making a purchase decision.” When a consumer is browsing through the website they are in research mode but browsing on the mobile app means that they are interested in making a purchase. They get a chance to speak to the live agent who can resolve their queries related to the purchase or after service. There can also be various other reasons as to why customers are making phone calls from app:

• Customers can click to call to make final decisions on a purchase of products or services. For example: To inquire about free shipping, quality of the product, etc.
• Customers can also seek human connection to make their buying experience better. For example: while researching about a hotel for vacation, consumers want to know the view from their hotel room, transport options, etc.
• In the case of high-consideration products, customers need human intervention in order to guide them through complete process.

App-only Trend creating Dominance in the Ecommerce Domain

The app-only trend has raised the bars for companies as customers have started expecting more out of the attractive promotional offers being provided to them. Organizations are vigorously playing the strategy of attracting traffic on their mobile websites by providing huge discounts, freebies and promotional offers. The app-only trend has proved to be beneficial to organizations as it is easy to maintain the traffic coming on the mobile, which further impacts the ROI. Also with the availability of push messages and pop-up notifications, the ability to maintain positive customer relationship is no more limited to emails. The app-only trend is also providing users with better experience as they have the option to purchase anywhere.

Personalized service through Self-Help Features for healthy user experience

User-friendly and personalized experience are also the two other aspects of a healthy brand experience. Customers are searching for easy methods to interact with a brand rather than searching online for their details and contacting their customer care services. Successful customer-centric organizations are building self-help features on apps for cancelling, reviewing, tracking order requests.

Why is Omni-channel an emerging brand reality?

Directing visitors to the contact page and asking them to leave their information is no more a viable option, as the new generation customers are demanding a more customized experience. Widespread use of mobile devices has also raised the need for organizations to have a 24/7 presence on their social media pages to handle the complaints and queries of customers. Moreover, organizations should go Omni-channel and should also do competitive analysis to keep a track of their innovative strategies.

Mobile devices are going to change the way organizations are encompassing the user’s perceptions and feelings before, during and after their interaction. The mcommerce now outweighs the e-commerce traffic. Clearly, shopping on smartphones has already changed the game. Industry experts believe that mcommerce will soon contribute as the major revenue provider. Therefore, rather focusing on different channels of customer service, organizations should focus more on creating great user experience in the mobile-driven world.

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