Customer Expectations Are Changing. It’s Time to Pay Attention.

August 15, 2019 Vibes Marketing

At Vibes, it’s important for us to stay tapped into the mobile industry in the moment, since it’s constantly changing. That’s why we work so hard to create webinars, videos, guides, and crash courses for you! We recently sponsored a report published by WBR Insights called “How New Tech is Creating Mobile Shopping Experiences. 

The purpose of the report was to identify the steps that brands are taking to embrace mobile shopping to surpass customer expectations. It addresses how these brands are meeting customers where they spend time: on mobile devices. And it dives into new and emerging technologies that allow for one-of-a-kind shopping experiences. Let’s look at some key points in the report. 

Updating the Digital Platform is a Must 

While digital platforms are far from new, brands are reinvesting and updating them to ensure that mobile experiences are easy and enjoyable. Since 65% of organizations make at least a quarter of their sales from mobile, more brands are stepping beyond an optimized desktop site to create mobile apps or progressive web apps (PWA), or both. 

With the wavering success of apps (app overload, if you will), PWAs are the better investment, according to the report. In fact, 36% of marketers feel that PWAs hold the most potential for improving their customers’ mobile experience. 

New Technologies Have the Potential to Better Engage Consumers 

Adding new technology like AI, voice, chat, and mobile payments are also a priority for brands, though over half the market (52%) is not yet in a place to integrate these tools into their digital platform and strategy. Still, 39% are close to being able to support these features, and understand that integration of these tech tools can help replicate the in-store experience or at least provide incentive enough to attract more mobile shoppers.  

Mobile payment seems to be the biggest hit in terms of having potential to improve the mobile e-commerce experience, and is a huge "wish-list" item for executives, and as they discover the many benefits of mobile wallet beyond payment, we expect more companies to adopt it. 

Brands Are Solving the Problem of Competing with Physical Stores 

We’re seeing new and interesting innovations that replicate some of the experience of shopping in a physical store, like Sephora’s app that allows shoppers to “try on” makeup virtually. Expect to see more of this as brands not only try to boost mobile sales but also move shoppers from mobile to a physical store visit. 

On-demand services and same-day delivery (BOPIS) are also getting attention, due to these being more ways to bridge the online/offline gap. These convenient services compete with physical in-store purchases, which is a huge change from the way retail was even just a few years ago. 

Customer Expectations are Changing. It’s Time to Pay Attention

The importance of customer expectations in the shopping process, both online and off, has never been more important than it is today. 

Brands like yours must use customer expectations as a starting point to gain traction for mobile platform development, and let it guide your decision on where to invest your mobile marketing dollars. It can be challenging to get shoppers to download yet another app, so PWAs are a good alternative because they don’t require a download. 

Make Sure Your Purchase Process Is As Easy as in the Store 

While it may not be completely possible to make the mobile shopping experience identical to that in-store, it’s important that you make every effort to get the mobile experience to resemble the instant gratification of purchasing a product within the physical store. Aim for convenience and ease, and leverage the right technology for the job. 

These are just a few of the many insights found in  How New Tech is Creating Mobile Shopping Experiences. You can download it here. 

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