The Mobile Commerce Playbook explores key trends that can help merchants take a forward-looking approach to enhancing their mobile offerings.
The ‘Mobile Commerce Playbook’ is a 12-week series from PSFK and Braintree exploring the key trends that are defining the future of mobile commerce. Be sure to check back often for more great articles here and on Braintree’s site, and don’t forget to download the full Mobile Commerce Playbook on our Slideshare page.
To say mobile is an important component of modern life might be an understatement, considering how ubiquitous it has become in people’s daily routines, a device that’s with them from the moment they wake up until they go to bed at night. Mobile is not only people’s most personal device, but for a growing number of global consumers, their primary means for accessing the Internet.
To underscore this point, we need only look at how often people are using their devices to connect to the world around them: one in five global users reportedly check email, text and social media updates once every 10 minutes (ZenDesk, March 2013) or upwards of 150 times per day (KPCB, May 2013). Mobile also serves as the main screen in people’s content consumption habits, accounting for an astounding 60 percent of digital media time in the U.S. (ComScore, August 2014).
As a result of this always-on, mobile-first mindset, consumers have developed a new set of expectations around how they transact through these devices. Shopping and commerce more broadly, can now happen at any moment and from any location, creating a host of new opportunities and challenges as companies look to engage with consumers. What’s more, the influence of these on-demand behaviors has an especially profound link to intent, considering that 93 percent of people who use mobile to research go on to complete a purchase of a product or service. (Google/Nielsen, Nov 2013).
Because mobile is always at hand, it has the ability to touch every stage of the purchase path—from discovery all the way through to payment. And while checkout is often viewed as the end of the transaction, mobile’s presence opens the door to new consumer-centric experiences from service and fulfillment to contextual recommendations, which contribute to deeper relationships and long-term loyalty. In this way, merchants must consider how to seamlessly integrate mobile into the entirety of their sales and marketing mix, whether it’s the sole platform for engagement or as a means of interacting with other channels, particularly social media and physical retail.
Over the next 12 weeks, we will be taking a closer look at the 11 strategies that can help businesses take a forward-looking approach to leveraging mobile as a core part of their offerings to deliver personalization, relevancy and convenience to every consumer at key moments in this commerce journey. The findings and recommendations are designed to inspire startups, brands and retailers as they look to create best-in-class mobile commerce experiences that sync with the reality of today’s consumer lifestyles. We hope you enjoy the series.
The ‘Mobile Commerce Playbook’ is a 12-week series from PSFK and Braintree exploring the key trends that can help merchants take a forward-looking approach to refining their mobile offerings. Be sure to check back often as we continue to examine the future of mobile commerce, download the full Mobile Commerce Playbook and check out the report on our Slideshare page. Also don’t forget to head over to Braintree’s site for more great content!