Analysts at Gartner, say that companies will receive 50% of their web sales through social and mobile platforms by 2015. The research company states that e-commerce firms will provide mobile-based and context-aware capabilities to deliver content and offers that can be accessed either from mobile browsers or smartphone applications.
As more people opt for mobile devices instead of computers for most of their functions, the major points of interaction will be mobile apps and browsers. Mobile shopping solutions will play a central role in the web sales offerings that e-commerce vendors provide. Companies will have to adjust as per the needs of customers who are looking for simple ways of interacting with them, depending on their preferences.
Cross-channel interaction: the mobile and multichannel consumer wants choice
As consumers increasingly use digital, social and mobile channels for communication and shopping purposes, a cross-channel interaction approach with a single customer view becomes increasingly important. Consumers want choice.
The more people use smartphones, the more they will expect companies to make their customer experiences compatible with their mobile devices. This obviously is also the case for communication channels such as email.
They will also expect the overall experience to be closely tied to their social aspects and behaviour. It’s clear that an integration of channels and shopping possibilities becomes a must and that behavioural targeting, with contextual offer management possibilities, is increasingly important for e-commerce businesses and firms that sell goods or services online.
Some companies also take advantage of social and mobile platforms to provide additional products and services on their websites focusing on customer service. Customers largely use their online experiences to evaluate their overall customer experience.
Social and mobile platforms have lowered the entry barriers significantly, making it easier for businesses to reach more online shoppers. Even if the predictions of Gartner turn out to be too ambitious, sellers must prepare themselves to reach and engage the multi-channel and multi-device consumer in a cross-channel way.
Communication channels depend on the consumer and marketing is about engaging the cross-channel customer and prospect throughout integrated dialogues that are driven by his/her buying journey, preferences, triggers, signals and behaviour.
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