Merchants like Starbucks are building in new one-click efficiencies in order to make buying seamless
No matter where a customer chooses to buy something—in a store, online, or on a mobile device—being able to get them from intent to purchase quickly and easily can be the difference between a completed transaction and an abandoned shopping cart. These considerations become even more important as consumers get accustomed to the speed, convenience, and always-on nature of digital retail.
In response to this, merchants must upgrade their offerings to provide a seamless end-to-end buying experience across all platforms—especially on mobile.
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.
As Kit Yarrow, author of Decoding the New Consumer Mind: How and Why We Shop and Buy describes, “Marketers can no longer wait for consumers to tell them what they need—they have to anticipate future needs. By the time someone can articulate what she wants, she’s frustrated that she doesn’t have it. Understanding your consumer’s life and figuring out what she’ll want next—whether it’s a product alteration, a faster way to check out, or more excitement—before she even knows she wants it, tames impatience and creates a bond.”
This push to remove friction from and reduce the number of steps between desire and checkout has resulted in a new host of services that are streamlining the mobile shopping experience. By automating details and connecting each step of the purchase path into one fluid service, merchants are delivering on the future expectations of their customers. The power of these “one-click” efficiencies is making it easier to complete mobile transactions, from browsing and delivery through checkout.
These shifts are part of a larger trend we are calling “End-to-End Purchase Fulfillment,” which describes how companies are making it easier for shoppers to seamlessly convert intent-to-buy into purchase. Below, we highlight some of our favorite examples from the marketplace.
One key area for this optimization is the digital shopping cart, which stores all of a customer’s purchases before they choose to check out. One company improving this experience is Keep, whose mobile app lets users select merchandise from multiple vendors across the web and add it to a single shopping cart to expedite the checkout experience. The app’s main feature, called “OneCart,” functions as a universal shopping cart that allows Keep users to select items from any online merchant and add them to a single list of products, allowing them to make all of their purchases at one time, with a single click.
For payment, Keep securely stores users’ credit cards and shipping information, so there is no need to input information repeatedly. The goal is to remove the process of managing multiple online shopping carts from different vendors and entering the same payment information over and over.
These efficiencies can also translate into real-world interactions. Reserve is a mobile application that allows diners to quickly secure reservations at local restaurants as well as expedite the payment process following a meal. Guests begin by specifying a date and time they’d like to reserve a table, and the application will provide dining suggestions. After selecting a restaurant, users can book a table, access restaurant information, read the menu, and receive reminders about their booking.
On top of booking, Reserve also functions as a mobile payment service that allows customers to keep their payment information on file. Following a meal, instead of receiving a bill, diners can pay directly through the application, which adds a $5 flat fee to the bill, regardless of party size. The ultimate goal of the service is to enable people to enjoy a night on the town, while leaving their wallets at home.
Not to be left out of this shift, large brands are also working to bring these efficiencies to their customers. Coffee shop giant Starbucks has introduced a delivery service into their loyalty app that allows customers to not only order and pay, but also have beverages sent to their location. Coffee fans could previously preorder their morning cup of joe to skip lines, but now they will also be able to have a standing order of morning coffee automatically ordered, paid for, and delivered to their kitchen table or desk. The service provides a seamless ordering experience and takes the guesswork out of what, for some, can be a critical step in their day.
In today’s market, consumers have a wide range of products and services constantly competing to get their attention. In order to stand out, merchants must refine their checkout process, and find new efficiencies that cut out unnecessary steps for customers. Mobile is a key part of this strategy, and it is crucial to empower mobile applications to include the same range of services as web platforms, while still remaining efficient and streamlined. By bringing a considered set of end-to-end services into their mobile platform, merchants can expand their offerings to take full advantage of the power of these devices, while continuing to meet the changing needs of their customers.
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. You can 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!