Consumers are telling us they want more highly sophisticated contextual functionality:
- 60 percent would like to receive deals and promotions based on their location and/or transaction history (comScore);
- 47 percent of consumers are interested in getting a coupon texted to them when close to a retailer (comScore);
- Mobile commerce, or m-commerce, in the U.S. is growing at a rate of 30 percent year-over-year and is beginning to alter the retail landscape (comScore);
- Mobile accounted for close to 35 percent of all online shopping traffic during the last quarter of 2013, an increase of 40 percent year-over-year; and
- Mobile users have very high purchase intent with 60 percent of smartphone users and 53 percent of tablet users having completed purchases related to their mobile activity.
An over-reliance on apps (requiring a download) and QR Codes that connect to static information or existing websites, in our experience, is not meeting consumer demand for more on their mobile devices—consumers have come to expect that businesses meet them where they are, reliably anticipate their needs/desires and meet these needs with mobile programming going beyond basic content to functionality. For example:
- the opportunity to receive coupons via mobile and save or use those coupons when they find something they want to buy;
- the ability to complete a purchase transaction for gear on display without having to physically stand in line to pay for it; and
- the ability to listen to a music demo, then buy and download a sponsored song and register for band updates when motivated by an advertisement.
While a lot has been invested in robust functionality for apps, we learned in 2013 that consumers want the same level of sophistication that is delivered via apps, but they want it delivered via a click. A click for the real world—because clicks in the real world meet consumers' contextual needs with turnkey accessibility that apps cannot deliver.