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What do customers expect from mobile commerce?
Vanina Delobelle, Ph.D.
March, 2013
Vanina Delobelle
What do customer expect with mobile
devices?
Vanina Delobelle
Time
There is this sense of urgency. I want to get the
information immediately so I check on my mobile. I am in a middle of something
and I need this information NOW.
Vanina Delobelle
Location
I am at a place and I need the information at this place. It need the
information HERE because this is where it
makes sense to me.
Vanina Delobelle
Weather
Weather changes and it changes my needs, it
changes my mood and it impacts my purchase. Understand that if it is
sunny outside, I am in the mood of buying T-shirts
and not Outerwear. If it is snowing, I want to go ski but I also might want to
get some sun somewhere else.
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Content
I need to access ALL the information I need. Not some information but ALL of it. I do not
make a difference between my computer and my iPhone. I want the information that is RELEVANT to me and
not the rest.
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Device
I need to get the information on this device and not on another one. It
is this ONE.
Vanina Delobelle
What do customers expect from
retailers/brands while using their mobile?
Vanina Delobelle
Responsive design
One experience across the devices. I do not make a
difference anymore between the devices. One is simply the continuity of the other one. I want this multichannel experience.
Vanina Delobelle
Customer data
Know who I am, what I like and what I want and
serve me with RELEVANT information only by helping me navigate
through your offering.
Vanina Delobelle
Predictive search
and input forms
I have no time to figure out how your site is
working and to guess how you did this or that so help
me right away in my research.
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SEO/SEM
It is not because I am on mobile that I should not
be able to find what I need. Help me find you by optimizing your SEO/SEM
for mobile.
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Search and
Compare
I search and compare! So what? This is who I am
now. Help me!
Vanina Delobelle
I read more and more my emails through my
phone so personalize the message. You will get me
even better.
Vanina Delobelle
SMS
I text! Why do you not text with me? Not to send me this irrelevant information but to tell me about this great thing
that could interest me.
Vanina Delobelle
Offers, last minute
events and mobile specials
I made you the priviledge to come to your store. Please
spoil me! It is here and now you need to get me!
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Price
You do not match prices? Do not fool me because I know
better. Get me now or lose me!
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Payment
Help me pay quickly. I want to buy. Why do you make it so difficult for me to spend my
money?
Vanina Delobelle
Social and gamificatio
n
Entertain me! Shopping should not be boring.
Vanina Delobelle
International
And you think that my sister in Europe is that different from me? We are quite the same, we just do it in a different
language and we buy different products so understand what
localization means.
Vanina Delobelle
Existing painpoints?
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Conversion
Customers convert less on Mobile but do have a higher AOV. They do not convert less because they do not want to convert but because
we do not make it easy for them to do so! We still make a difference between mobile and online, while
they do not!
Vanina Delobelle
Mweb vs Apps
Customers do not make such a difference between mweb and
apps technology but more about the experience they get. If mweb is
as easy to use as the app, they would only use it. Retailers make a
difference between what customers can get on the app vs what they can get on the mweb.
Result: they can create frustration by the csutomer by providing a
limited experience on the app and force them use mweb.
Vanina Delobelle
…few ideas…for the future…
Vanina Delobelle
Multi-device useThe customer watches TV and sees a product that he likes so he scans the QR to buy it. In the same time his iPad is on the coffee table because he is zapping between multiple activities.
Vanina Delobelle
RelevancyThe customer is walking in the rain when his mobile vibrates and he receives a very relevant offer based on his location, the weather, the urgency and his interests.
Get out there! The Sun is waiting for you!Your dream is Bora Bora? We have this great one time offer, just for you!
30% off Embassy Suite in Bora Bora.
Another 10% if you book it in the
next 10min!
Vanina Delobelle
Mobile videoThe customer is watching a YouTube video about Italy. At the beginning of the video he is served a contextual commercial about trips to Italy. At the end of the video he is served a link to be able to bid for a trip to Italy. He can also be asked to enter a game.
For more conversations…www.vaninadelobelle.com
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