Wednesday, September 22, 2010

Building Relevant mCommerce Relationships (Webinar)

Retail TouchPoints sponsored a Webinar today with Sterling Commerce (an IBM company), on Mobilizing The Shopping Experience: Tips for Building Relevant mCommerce Relationships
John Stelzer, Sterling's Director of Retail Industry Marketing, presented a compelling argument on gearing up to support mCommerce: 
  • Mobility is undeniably the next major Retail Channel
  • Retailers want to increase sales via this new channel
  • Consumers want increased convenience from the mobile channel
  • Retailers must offer consumer convenience to incent consumer adoption and use of retailer-specific mobile apps/sites
  • Applying mobile capabilities (whether in the hands of store assocs. and/or consumers) to recover from or avoid stock-outs provides the highly promising potential to boost sales while increasing consumer convenience and satisfaction
  • Any retailer mCommerce offering must successfully address consumer awareness, adoption, and ease of use in order to be successful
He also provided some screen shots of Sterling's mobile commerce solution. The first three sets are what an in-store associate would see on an iPhone app, the last two iPhone screen shots are what a consumer would use, and the final slide summarizes the customer's mCommerce experience (searching for product information, checking availability at multiple locations, checking fulfillment options [store pick-up for drop-shipping], and completing an order selecting a fulfillment option [picking up the item in the store is the final "frame"]):

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