Understanding the Mobile-Only Customer Experience

The mobile-only customer experience is becoming the prevailing norm; this means that making sure that your brand delivers a customer-friendly mobile experience is essential to remaining competitive.

Increasingly, consumers are relying on smartphones and other mobile devices when they shop, and many studies have charted the growth of mobile usage. For example, comScore found that 56 percent of all time spent in retail in the U.S. occurs on a mobile device.

But despite overwhelming evidence of this emerging trend, many companies still underestimate the importance of mobile engagement and don’t have a viable mobile strategy. The tendency for many is to develop digital marketing strategies first, and then cramming that strategy into their brand’s mobile experience. Not a good idea.

When a mobile-first customer is confronted with point-and-click navigation that is designed for larger screens, or keyboard inputs rather than swiping, they can understandably become frustrated; and if they care enough at that point to find what they’re looking for on their desktops, that frustration is going to minimize your customer engagement opportunities.

Mobile is the first screen for many of your customers, not the second. As the Altimeter Group discovered in a recent study, the key to winning both mobile- and digital-first customers includes understanding the mobile consumer journey (e.g., expectations, behaviors, frustrations, etc.). Digital and mobile strategies should be developed simultaneously and should complement each other, while addressing their unique attributes, according to Altimeter.

Mobile commerce (or m-commerce) is an evolving ecosystem that has changed the customer experience; and if we fail to adapt to that reality, we do so at our own peril. Still, if you make the development of a thoughtful, effective mobile strategy a priority (along with your digital strategy), you can positively transform the way you do business.

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