In our industry, mobile has been a buzz-word for the last couple of years. As smartphones have exploded, and 4G connections continue to improve, nobody can supress the importance of this mobile generation.

The impact for our clients is that suddenly their entire audience has changed behaviour, and now require different facilities in order to interact with their brands via mobile.

The definitive statistics tend to vary across different research, however it is safe to say that mobile is approximately 40-50% of all web traffic. This is around a 10% increase from last year. In simple terms, mobile is growing exponentially.

However, for me the most important statistic is that mobile accounts for around 25% of all e-commerce purchases. The reason I find this interesting is because of the inevitability of this percentage increasing to match the levels of contribution to web traffic. As we become more accustomed to shopping on mobiles, I believe that it is only a matter of time before the percentages for web traffic and purchases on mobile both equal 50%.

But the question remains – How do we harness the power of mobile? I have tried to keep this succinct and to the point, so here’s my condensed guide to ensuring success in the mobile generation:


  1. Do Not Dumb Down Mobile

Treat the mobile channel with equal respect to other channels. This should not be a condensed or restricted experience, mobiles are powerful devices and can do things that desktops can’t. They should be used to their full potential.


  1. Deal With Your Mobile Customers

When a customer interacts with you via mobile, they are their own kind of customer. They are potentially on the move, potentially using multiple screens, or potentially in your store or researching competition whilst interacting with your brand. Ensure to serve mobile customers the experience they are looking for, give quick access to vital information, pay special attention to device specific design, and monitor analytics closely.


  1. Provide a True ‘Multi-Channel’ Experience

This is another industry buzz-word, sometimes called Omni-Channel, which basically means allowing a customer to move across devices, in and out of store, whilst ensuring that their shopping is uninterrupted. The primary example of this is allowing people to add something to their basket on a device, and then continue to checkout on another. This is a simple step, but one which many retailers overlook.


  1. The Research Phase

Mobile is a key channel for us to begin our interaction with a product or website. Many of us (56%) use mobile to initially evaluate a product As many as 38% of us use mobile to check stock before visiting a store, and we then use our device to photograph, share, and compare. We should ensure that these habits are reflected in our mobile experiences, facilitating these key functions for the customer to make life as easy as possible.

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