What do customers expect from mobile commerce?

Vanina Delobelle, Ph.D.

March, 2013

Vanina Delobelle

What do customer expect with mobile

devices?

Vanina Delobelle

Time

There is this sense of urgency. I want to get the

information immediately so I check on my mobile. I am in a middle of something

and I need this information NOW.

Vanina Delobelle

Location

I am at a place and I need the information at this place. It need the

information HERE because this is where it

makes sense to me.

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Weather

Weather changes and it changes my needs, it

changes my mood and it impacts my purchase. Understand that if it is

sunny outside, I am in the mood of buying T-shirts

and not Outerwear. If it is snowing, I want to go ski but I also might want to

get some sun somewhere else.

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Content

I need to access ALL the information I need. Not some information but ALL of it. I do not

make a difference between my computer and my iPhone. I want the information that is RELEVANT to me and

not the rest.

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Device

I need to get the information on this device and not on another one. It

is this ONE.

Vanina Delobelle

What do customers expect from

retailers/brands while using their mobile?

Vanina Delobelle

Responsive design

One experience across the devices. I do not make a

difference anymore between the devices. One is simply the continuity of the other one. I want this multichannel experience.

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Customer data

Know who I am, what I like and what I want and

serve me with RELEVANT information only by helping me navigate

through your offering.

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Predictive search

and input forms

I have no time to figure out how your site is

working and to guess how you did this or that so help

me right away in my research.

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SEO/SEM

It is not because I am on mobile that I should not

be able to find what I need. Help me find you by optimizing your SEO/SEM

for mobile.

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Search and

Compare

I search and compare! So what? This is who I am

now. Help me!

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Email

I read more and more my emails through my

phone so personalize the message. You will get me

even better.

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SMS

I text! Why do you not text with me? Not to send me this irrelevant information but to tell me about this great thing

that could interest me.

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Offers, last minute

events and mobile specials

I made you the priviledge to come to your store. Please

spoil me! It is here and now you need to get me!

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Price

You do not match prices? Do not fool me because I know

better. Get me now or lose me!

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Payment

Help me pay quickly. I want to buy. Why do you make it so difficult for me to spend my

money?

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Social and gamificatio

n

Entertain me! Shopping should not be boring.

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International

And you think that my sister in Europe is that different from me? We are quite the same, we just do it in a different

language and we buy different products so understand what

localization means.

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Existing painpoints?

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Conversion

Customers convert less on Mobile but do have a higher AOV. They do not convert less because they do not want to convert but because

we do not make it easy for them to do so! We still make a difference between mobile and online, while

they do not!

Vanina Delobelle

Mweb vs Apps

Customers do not make such a difference between mweb and

apps technology but more about the experience they get. If mweb is

as easy to use as the app, they would only use it. Retailers make a

difference between what customers can get on the app vs what they can get on the mweb.

Result: they can create frustration by the csutomer by providing a

limited experience on the app and force them use mweb.

Vanina Delobelle

…few ideas…for the future…

Vanina Delobelle

Multi-device useThe customer watches TV and sees a product that he likes so he scans the QR to buy it. In the same time his iPad is on the coffee table because he is zapping between multiple activities.

Vanina Delobelle

RelevancyThe customer is walking in the rain when his mobile vibrates and he receives a very relevant offer based on his location, the weather, the urgency and his interests.

Get out there! The Sun is waiting for you!Your dream is Bora Bora? We have this great one time offer, just for you!

30% off Embassy Suite in Bora Bora.

Another 10% if you book it in the

next 10min!

Vanina Delobelle

Mobile videoThe customer is watching a YouTube video about Italy. At the beginning of the video he is served a contextual commercial about trips to Italy. At the end of the video he is served a link to be able to bid for a trip to Italy. He can also be asked to enter a game.

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