From here forward, clean, easy-to-use mobile experiences are the cost of entry. To move to the head of the pack, you need to recognize the unique opportunity and unique challenge that mobile presents to every retailer. Our mobile devices are very personal. They are with us all the time. We hold them in our hands, like they are extensions of us. When we pass them to someone else we feel a slight twinge, as if we were handing over a bit of ourselves. These are truly personal devices, in a way computers never will be.
Therein lies both the opportunity and the challenge. How do we relate to our customers in a very personal way, presaging their desires yet never seeming invasive? We need to create experiences that reflect everything we know about each person, in each moment. If I’m petite, I’d like you to default to petite sizes, please. If I’m a skier, I’d like to explore ski destinations. If I have a short attention span, just give me pictures, prices and average review. But if I linger, give me full descriptions and reviews. If I’ve been to the desktop site earlier in the day, show me what I was browsing there. If I’m near a store, highlight products in stock there. But don’t do any of that in a way that makes me feel followed or watched.
We should meet these same standards on the desktop too, but it’s more critical on mobile where the customer’s attention is fleeting and navigation is difficult. A personal mobile experience is a great mobile experience is a converting mobile experience.
If you’re quick about it, you might be able to sneak in some adjustments to your site to reflect these mobile realities. If not, it is critical that you get ready for even more mobile next year. Make that experience personal, and you’ll enjoy conversions in addition to turkey on Thanksgiving next year!
Lucinda Duncalfe is CEO of Monetate. A seasoned entrepreneur and innovator, Lucinda has proven experience building mature sales and operations cultures, and developing product strategies that accelerate company growth. She has served on Monetate’s Board of Directors for the past seven years, and helped Monetate create and establish a multi-billion dollar market for digital personalization.