According to the survey, omni-channel shoppers are looking for a better experience across all of their devices, but especially on mobile. 70 per cent of mobile shoppers said the website/app experience can be improved, and 71 felt the transaction experience could be improved. Brands that want to reach these consumers will focus on eliminating the barriers that stop people from buying on mobile, like by making it easy to enter payment information, offering multiple shipping options and allowing consumers to complete a transaction without downloading an app.
The survey said that there is a need to create a seamless experience with 54 per cent of omni-channel shoppers saying they are more likely to shop with a retailer that makes it easy to buy on several devices. As integrated online/offline shopping becomes the new normal, brands should ensure shoppers' online experiences are as smooth as their brick-and-mortar experiences and equally as enjoyable.
The survey also has a message for retailers not to underestimate the impact of mobile. Viewing the path to purchase through separate channels - mobile versus desktop versus offline - doesn't reflect the way the world is changing. The rise in m-commerce presents brands with a chance to rewrite the rules of success by adapting to change and building a future-ready business.
It said retailers should guide consumers from consideration to purchase. Brands can use the power of personalization to help people discover the content, products and services most relevant to them.
According to the survey, there is a need to build visual discovery and brands will have to rethink how they present product details in a visually impactful way that's clear yet small-screen friendly. (SH)
Fibre2Fashion News Desk – India
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