As online shopping increasingly takes place on mobile, implementing a mobile commerce strategy has become crucial to meet consumers’ on-the-go needs and expectations. M-commerce offers retailers unique possibilities to engage with customers based on their location and context. This enables more relevant and experiential interactions with personalized content and offers.
Recently, an increasing number of retailers and e-tailers have reported mobile shoppers outnumbering desktop users for the first time. The Middle East isn’t bucking this global trend with Dubai’s Souq.com and JadoPado’s reporting mobile customers accounting for more than 50% of total traffic.
UAE’s younger population is quickly adopting mobile phones as their default touchpoint to browse and shop, despite a local offering that is still largely underdeveloped. Mobile phones and tablets are changing the traditional ways of shopping and using services. They open up new possibilities where the bigger the screen, the greater the conversion.
In a country where half of the population uses a mobile phone to browse the Internet, the market potential for m-commerce is colossal (some value the UAE’s current market to be worth $3 billion).
Mobile connects the digital and physical worlds together. Whether it is to enable customers to locate a store, browse your product offerings and promotions, or purchase from you at a location of their choice, m-commerce is a pivotal instrument for any multichannel setup. Beyond enabling on-the-go engagement, a mobile channel facilitates development of a more relevant relationship with the consumer thanks to context-driven interactions.
In addition to being a footfall generator, a retail app can also act as an effective firewall to showrooming. By enhancing the customer journey and in-store experience, for instance with rich product information, customer reviews and videos, or promoting your value-add services and latest offers, it strengthens your retail value proposition in the eye of the consumer.
Global companies such as Facebook and Uber, have set the standard with which the connected customer has now become accustomed too. This means the pressure is on for retailers to meet these rising expectations.
Consequently, your apps or responsive website will have to deliver location based services which best fulfil the immediate needs of your customer but through a simple and engaging experience. Conversely, a poor mobile experience may discourage shoppers from visiting your website and stores and in some cases, could even affect consumers’ perception of your brand.
Our digital commerce consultants have extensive experience devising m-commerce strategies for international brands and rolling-out apps for large groups. They help Dubai retailers better understand and define the target audience and their needs, and from there craft a relevant customer journey and design a tailored mobile user experience that will facilitate engagement and foster conversion.