Retailers and Mobile: Where to Improve?

With mobile becoming the channel of choice for shoppers, it is a key area for any business to be successful. M-commerce is indeed booming as a study reveals that half of US shoppers use Amazon mobile app.  And Alibaba also revealed in its 2017 fiscal year statement that mobile revenue for its e-commerce business increased 80% to US$13.18 billion, generating 80% of its total retail revenue in the country. But despite all of that, retailers are still struggling to convert. Indeed, statistics show that the industry average card abandonment rate on mobile is 69%. There are a few reasons to explain this missed opportunity and therefore a few things for retailers to improve on. And it is essential for retailers to know about their fulfillment service and to improve in areas that are thriving.

Fulfillment Service: How to improve mobile offerings?

In terms of UX (User Experience), one of the challenges is to provide an engaging and intuitive experience without overdoing it and offering too much. Easy and quick experiences are what customers are after (particularly in payment) and will lead to more positive mobile engagement. Speed is probably the biggest challenge when considering mobile. Indeed, a research found that one second delay in load time equals a 7% loss in conversion.

Mobile should also be used as a bridge between the real life and digital experience. Customers need to see a link between in-store and online channels as they move fluidly between the two. Inspiring and engaging social content is also an important step towards conversion. Social media platforms are becoming part of the e-commerce journey. The Accenture study even found that 68% of UK shoppers aged 20 (and under) are interested in buying goods directly through social media channels.

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Is Mobile a Key to Multi-channel Sales?

For footwear retailer Shoe Zone, mobile sales are making an important contribution to its multi-channel strategy. Indeed, multi-channel sales are up by 30%, year-on-year, with mobile now accounting for 66% of online revenue and 76% of online visits. They even said: “We continue to develop mobile technology as the primary focus of our digital strategy.”

But there is also a slowdown in mobile sales growth for retailers that do not have an online and offline offering. That can be explained by poor UX, scepticism about the security of paying on mobile, and viewing mobile as a research tool rather than a place to order. But there is still plenty of room for growth. Indeed, research found that 75% of UK consumers now own a smartphone, and 61% own a tablet/iPad. And consumers now spend 60% more time on their smartphone than any other device.

So if you are looking for great fulfillment service, contact Fulfillment Logistics. We care about innovation and about being the best we can at what we do.

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