Claudelle Naidoo, GroupM SSA CEO: From inclusion to involvement
Claudelle Naidoo
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How mobile commerce can capture in-store sales
The quick research conducted on a mobile device while in-store is frequently the final push customers need to make the purchase. You'll often see big-ticket customers standing in store aisles, iPhone or BlackBerry in hand, researching product comparisons and reviews for the big-screen TV or appliance they are considering.
Three years after Apple launched the iPhone, mobile commerce has reached a tipping point, driving retailers to change the way they think about their businesses. Mobile commerce has evolved from its origins as a marketplace for "virtual" goods like ringtones and applications to one enabling the sale of "real" products, particularly low-cost items that offer immediate gratification.
But what is the impact of mobile commerce on retailers whose products require a greater level of consideration and come with a bigger price tag? While it remains to be seen if consumers will ever feel comfortable purchasing a sofa through their phone, the influence of mobile commerce technologies on their lives - and consequently their buying habits - is undeniable.
Mobile commerce means more than just buying goods through your phone. Increasingly, mobile is impacting how consumers search, locate and decide to purchase goods both online and in brick-and-mortar stores. As consumers are evolving into true cross-channel shoppers, the real mobile opportunity for retailers presents itself. Integrating mobile into a comprehensive cross-channel strategy ensures you are meeting your customers where - and how - they shop for your products today.
