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Internet Retailing – Shoppers are now mobile first, but many retailers still have to catch up

Bruno Berthezene

Bruno Berthezene

November 25, 2014

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People are spending more time connected to mobile devices, particularly smartphones. At the same time customers expect their preferred brands to be able to answer every question they may have during their shopping journey and beyond; they want this information available anytime, anywhere and on any device. Unfortunately not all brands are addressing the consumer desire and expectation for mobility and according to a recent study from the Internet Advertising Bureau (IAB) and Kantar Media the result is that, “69% of UK adults are frustrated by brand sites that aren’t mobile-ready”.

This kind of frustration can be really harmful for brands. Indeed, at each stage of the customer journey, there is a risk that the brand could lose the customer if they don’t sufficiently engage with them and meet their requirements. On mobiles in particular, when shoppers encounter a flaw or lack of information, they might be tempted to switch to a competitor who is better equipped to engage with them, or may even abandon their intent to purchase all together. Having even one weakness along the customer path could dissuade potential customers from continuing on their purchase journey, harming the marketing strategies which have been implemented along the way, the overall brand and of course return on investment overall.

The typical customer journey is comprised of three main stages where mobile is a key element: discovery and research, engagement and conversion and purchase. Here’s how to improve the mobile customer journey at every step.