Four Steps to Prep for ‘Mobile 2.0’
Just when the industry is getting its arms around mobility, an evolution is underway. It’s being referred to as Mobile 2.0, and it’s all about moving away from static — even batched — information, and about retailers getting more interactive with mobile users. With shoppers wanting to be able to quickly browse merchandise availability, check their loyalty status and redeem rewards on their smartphones, mobile apps need to be as interactive as possible.
And retailers need to make this transition to increased interactivity now. If your company is still playing wait-and-see, consider this: Shoppers currently spend five hours a day on their mobile devices. Even more sobering, 92% of this time is spent on apps, according to research from analytics firm Flurry.
The bad news, however, is that many retailers’ mobile offerings are stuck in a rut — they deliver information, but fall short on personal interaction. This will keep them behind the eight ball in the next wave of mobile.
To prepare for mobile 2.0, companies must start evaluating how to use mobility to personally engage shoppers. This requires adopting a fundamental change — one that centers on innovative solutions, promotes speed and fosters interaction.
Here are a few concepts worth considering:
• Emerging mobile form factors. While smartphones lead the charge, the Internet of Things — a network of connected devices that share data — is evolving the mobility landscape. From smart watches and interactive home speaker devices to smart cars, these devices already support consumer ordering and mobile payment functionality — and more interactive services are on the way. Also, they set the tone for how m-commerce experiences will expand well beyond smartphones.
• The explosion of artificial intelligence. AI could make all the difference for shoppers seeking answers to questions in real time. A process where software analyzes data to mimic natural language, AI enables communication with devices, follows users’ commands, and delivers the answers needed to complete customers’ shopping journeys.
One of the most relevant applications, chatbots, is already expanding the value of mobility. Leveraging messaging platforms such as Facebook Messenger or Kik, chatbots deliver a personalized experience that rivals conversations with customer service agents. Retailers from Nordstrom to GameStop already use chatbots to engage shoppers as they hunt for gift ideas or track online shipments. And the most successful apps bring the experience full circle and connect shoppers with a digital customer care specialist for more assistance.
• Conversational commerce. With more interactive home speakers hitting the marketplace, conversational commerce is moving off of shoppers’ smartphones and into their homes. The AI-driven devices intersect voice commands and shopping, helping to add items to virtual shopping lists or make online purchases. Now it’s up to retailers to learn how to embrace the disruptor to further drive their mobile 2.0 programs.
• Augmented reality. While retailers are already adopting these video game-like processes to bolster store-level operations such as planograms and inventory management, brands shouldn’t overlook the benefits they bring to mobile experience.
AR apps can help shoppers navigate store aisles and merchandise, explore specific product details, even digitally try on merchandise before making a purchase. Retailers that can integrate AR programs into mobile experiences are on their way to expanding the value of their mobile experiences.
Deena M. Amato-McCoy
[email protected]