Posts Tagged ‘Online shopping’

What should be a perfect marriage, commerce and mobility, has despite potential taken a wrong turn due to lack of standard. Most solutions are poorly designed from a UX perspective, making the consumer anxiety to shoot thru the roof or set up in a way forcing the user to enter to information each time looking to complete the purchase.

Although many consumers favor the convenience of shopping on the go, there are a number of barriers preventing these users from completing a purchase on their smartphone or tablet.

The top reasons cited by users are not feeling secure about entering credit card information and the checkout process being too difficult.

The latter can lead users to feel frustrated when they have to type and retype personal information into the tiny text boxes often found when checking out on smartphones.

“Companies often employ the same strategy on both mobile and desktop, which means retailers are missing the mark on what consumers want – a convenient, painless way to conduct transactions on the go.” says Marc Barach, chief strategy and marketing officer of Jumio, Palo Alto, CA in Luxury Daily.



While commerce becomes increasingly integrated by the minute across multiple channels, players in retail are faced with even larger challenges. Knowledge transfer from one consumer to another is getting super fast and possible concerns about service, price and experience spreads fast. The local perspective is becoming increasingly global and consumers no longer necessarily compares a brick and mortar store with another back home, but the standard for what customers expects today can very well be based on a unique shopping experience on a holiday destination, or from an e-commerce shop somewhere else in the world. In some European cities, for example in England, as much as 30% of the commercial areas in town centers have disappeared in recent years. The phenomenon can be directly related to e-commerce, but it is fair to say that to a greater extent due to changes in consumer purchasing behavior.

In our era small niche shops in the inner cities as well as major brands seems to stand the best chance to last in the fierce competition. Generally, players in these categories seems to be most successful in giving the consumer a good “offline experience” (Sorry for a dated expression). For small specialty shops, it is not uncommon that the reason being unique products and a high service quality. For large chains and shopping centers it is often a combination of low prices and a wide variety of products, but also more or less successful loyalty programs plays a major role in continuing to attract customers. The middle layer, ie stores that only act as retailers will increasingly appear online only.

While mobile data traffic is getting increasingly cheaper, even roaming charges and smartphones rapidly drops in price the proportion of conversion over mobile devices will steadily increase. Few if any indications pointing to the contrary. And as the convenient mobile payment solutions, so-called “one-click check-out”, and other technologies that operate sales driven, such as location-based services becomes more common, the future and function of the brick and mortars will be redrawn further. We will see more of virtual stores and other concepts such as digital showrooms in the city centre landscape.


As a consumer, our choice to increase the norm for good service and reduction in price will put even greater demands on the industry. This is the future that the trade needs to adapt to, participants must find their USP in the era of agile commerce, and effectively utilize the available digital channels, always with the consumer experience in the center of its business model.

Hardly any business if any have an interest in becoming average, yet nearly all businesses choses to compete over consumers with traditional and similar values, models and technologies. And this in an age when the consumer more than ever expects to get what they want, regardless what time of day it is or where they are.

Case: Netflix

Streamed video services became a global phenomena in 2012, instantly killing the friendly neighborhood home video store. In the basics they all are offering you as the consumer the same basic product, streamed video over a technology used by millions, high speed broadband.

However one company took the concept one step further and created a solution that attends to the behavior, needs and demands of the consumer. In this case a seamless experience that allows the user to start watching on one device, pause and then continue watching else where, regardless of time, place or device.

Early 2012 Netflix had a 61% market share in the US, and that with a below average content I might ad. Something likely to change however as they started to produce high quality content them selves.

Case: Tesco

About 15 month ago I wrote in my newsletter aimed for airports about Tescos virtual shop at a subway station in the city of Seoul. Since then Tesco did another worlds first, in august 2012 Tesco launched a similar service at an airport in London and today they have virtual stores all over the world, typically at places where potential consumers are waiting around for something else.

Again we are looking at a business full of traditional values and models, thanks to Tesco forever reinvented.



There are obviously plenty of other examples, just mention Apple and most people will recall how they revolutionized another business, the mobile phone market or why not the music industry. But regardless of what business you are in there are plenty of things still undone, regardless if you are in the leisure, retail or in the travel sector affordable technology is there for you and your business to pave the way.

Plenty of credits to Ziggy Creative Colony for inspiration and a thoughtful seminar.