Mobile Commerce Is Redefining The World Of Retail
With a constant increase in mobile tech developments, many small businesses have made m-commerce, or mobile commerce, a priority. Whether it’s enabling sales through a mobile website or incorporating the use of a tablet in their brick-and-mortar stores, businesses within the fashion industry are finding ways to adapt to a technology-obsessed world.
According to an eMarketer report, mobile-driven online sales in the U.S. are estimated to reach $62.2 billion within the next three years. With such phenomenal growth, change is inevitable. In the years to come, multichannel retailing will continue to develop, as businesses integrate technology to help their profits grow.
Well-known retailers such as Marks & Spencer, and John Lewis have seen an increase in sales within the past few years after offering free in-store Wi-Fi access to their customers. Free Wi-Fi access not only gives consumers an added incentive to shop in-store, but it also gives employees a way to quickly access product information.
It is no secret that the e-commerce world has expanded to envelop mobile shopping. Although laptops remain prominent for browsing retail websites, smartphones and other mobile devices have taken over. As technology continues to develop, businesses that choose to opt out of having a mobile storefront will lose out on the current market of smartphone users.
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Mobile devices not only enable customers to read product reviews and conveniently purchase goods online, but they also help to track consumer trends, preferences, and habits. Businesses can enrich their marketing strategies by analyzing the data from mobile devices to further understand the demands and the behavior of their customers. For example, devices installed with GPS allows businesses to target specific locations with ads for local deals or promotions. Moreover, businesses can determine the location of their customers via app downloads.
Introducing a mobile-compatible website or a mobile app enables consumers to better connect with business social media accounts. Retailers that build a strong social media following can use this to their advantage in order to drive mobile sales, the way Topshop and other similar retailers have been known to do.
Special promotions, such as discount codes that are tailored to work on a specific store apps can subsequently be implemented into a marketing strategy to boost mobile conversion rates.
Tabitha Shiflett is a New York-based digital journalist. From food to hard-hitting news to trending topics to listicles, she writes it all.