Expect leading retailers to enter the mobile commerce
space in 2010 through click-to-buy advertising, SMS
drivers and transaction- and shopping-friendly mobile
sites and applications.
In 2009 big brands such as Polo Ralph Lauren launched applications
and sites, turning the mobile medium into an additional
sales channel. In 2010, smarter phones with more
user-friendly Web browsing will move the needle for
mobile commerce.
“From our perspective, the success
of mobile commerce will be
dependent on the evolution of
smartphone technology, the
speed of the mobile Web, a richer
Web-like user experience, the
convenience of one-click, storedaccount
checkout and a brand’s
willingness to invest in an exclusive,
branded content experience,
merchandising strategy and offer
strategy,” said David Lauren, senior
vice president of advertising,
marketing and corporate communications
at Polo Ralph Lauren,
New York.
“We expect to see a big trend toward more robust mobile CRM
programs – a brand’s ability to leverage consumer data to
drive relevant messages, products and offers to your mobile
device,” he said.
Impulse purchase channel
Without doubt, mobile commerce is going to change the way
that consumers shop in 2010 and beyond.
Impulse purchases and in-store price comparisons with mobile
commerce-enabled sites and applications will determine the
fate of multichannel retail this decade.
Mirroring ecommerce’s growth in the last decade, apparel and
accessories, entertainment, books, music and travel will be
among the key sectors to migrate to mobile. Items that require
steady replenishments are also good candidates for
mobile commerce.
Consumers are already used to making micropayments for
ringtones and donations in times of crises, so the resistance to
transacting on the phone will wear away with more use and
confidence of transaction security.
“2009 was definitely the year of mobile but what we find is
that a lot of retailers felt as if they needed to take off from
mobile in 2009 because of the economy,” said Nikki Baird,
Denver-based managing partner at RSR Research.
“But consumer expectations are going to drive most of these
companies into the mobile commerce space in 2010,” she said.
“Expect to see a lot of the latecomers moving into the mobile
commerce space in the first half of 2010.”
In 2009, Polo Ralph Lauren, Tommy Hilfiger, Gilt Groupe and
American Eagle Outfitters entered mobile commerce. Target,
Amazon, eBay and Best Buy were among the leaders who accelerated
their mobile efforts to provide a seamless
shopping experience.
Bridging PC and store
In 2010, retailers and brands will employ mobile coupons, bar
codes, product comparisons and user reviews to help consumers
make purchase decisions.
Brands and retailers will realize that mobile bar codes are an
easy and measurable way to mobilize any traditional media
from print to packaging. The key to driving results is to give
the consumer something of value and communicate clearly
with a strong call-to-action.
However, the limitations of screen size, device capability and
the user experience on mobile sites and applications will determine
the growth trajectory of mobile commerce. Consumer
expectations of digital media are high thanks to ecommerce.
“The biggest challenge we see for mobile commerce is its inability
to deliver a simple, Web-like user experience and the
technology behind most U.S. phones,” Mr. Lauren said.
“The biggest opportunity for mobile in the near-term will actually
be its ability to leverage customer data to successfully
bridge the digital commerce and physical retail experiences,
like its ability to influence multichannel commerce versus just
mobile commerce,” he said.
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