Everything your customers are doing on mobile is an opportunity for disruption, meaning a well-planned mobile strategy is imperative for 2017.
The companies leading the retail pack (like Apple, Sephora, and Wal-mart) are taking advantage of new technology (think push notifications for mobile web or chatbots in messaging apps) and changing customer expectations so quickly it’s nearly impossible to keep up. This blend of retail and tech means the competition isn’t just between retailers, it’s against every other way a customer could be spending their time – both online and off.
Some major changes have gone down in the second half of 2016, which you’ll need to account for in your 2017 mobile commerce strategy planning. Based on what we’ve seen so far, some of the big disruptions next year will revolve around mobile speed, security, mobile payments, and augmented reality.
- Speed: Facebook recently updated their speed requirements for mobile ads that link to websites. Slow or non-optimized mobile sites will be hidden from viewers. Google has made similar changes to their search algorithms.
- Security: Websites without HTTPS on every page will also be penalized by Google.
- Mobile Payments: Mobile payments (Apple Pay, Android Pay, Walmart Pay, etc.) and one-touch pay technology are making checkout flows quicker and easier to navigate, giving retailers who adopt them an advantage.
- AI: Augmented Reality (Pokemon Go, chatbots, Snapchat, etc.) is giving brands the opportunity to surprise and delight customers.
These changes are just the beginning.
Before you can start to plan your mobile approach for 2017, you need to know where you’re at. Download Part 1 of our 2017 Mobile Commerce Strategy Guide to help you assess your place in the market and determine what next steps make sense for your brand.