The Future of Customer Engagement in Mobile Commerce

Voice search. Augmented reality. Intelligent chatbots. All of a sudden it seems like we’re living in the futuristic world of The Jetsons, and there are still many more exciting innovations around the corner. So, what can those in retail and mobile commerce expect in 2018? What’s worth focusing on and what’s better left to The Jetsons?

A Brief History of Mobile Commerce

Apps were really the first way retailers could deliver a premium online shopping experience. By the end of 2015, 40% of brands in the fashion industry had launched apps. However, several – including Pucci, Michael Kors, Paul Smith, Prada, and Tod’s – threw in the towel and took down their apps during that time. The problem? App fatigue is very real. Recent studies show the average American downloads zero apps per month. Ecommerce professionals took steps towards addressing this by building responsive and m.dot sites, but the functionality isn’t there to close the conversion gap.

Redefining the Mobile Web

In 2016, traffic on the mobile web overtook desktop traffic for the first time ever, making premium shopping experiences on the mobile web absolutely necessary for retailers who want to thrive (let alone survive). The invention of Progressive Web Apps – pioneered by Google – created a new, hybrid web and app experience, which could deliver the premium “app-like” experience that shoppers love, but to everyone who visits your website – no app download required. Two birds, one stone.

With Progressive Web Apps, you get features like push notifications, offline mode, and speedy page loads. Because it has to “launch” like an app, we’ve also incorporated Accelerated Mobile Pages technology into our engagement platform, which makes sure your initial page load is as fast as navigating throughout your site. This improved performance also gets your site a healthy SEO boost in Google search. To learn more about what it takes to launch a Progressive Web App, read our Q&A with Debenhams

With these improvements, plus a host of others that come with the Mobify Platform, customers are seeing mobile revenue and conversion increases of over 30%. 

Mobile: Today’s Critical Touchpoint

Today, mobile is the most strategic touchpoint for reaching your customers, and it needs to be woven throughout the entire shopping journey to deliver that seamless experience customers crave. Companies leading the retail pack – like Amazon, Wal-Mart, and Alibaba – are taking advantage of new technology and in-store experiences.

All these new innovations spell opportunity – and the retailers willing to break from tradition are going to reap the rewards. Right now, the features that come with Progressive Web Apps and a customer engagement platform are the most effective revenue drivers on mobile. By using a customer engagement platform to seize these opportunities now, you’ll be setting yourself up for success in the future.

What’s Next?

In the years to come, new mobile technologies will surface as must-have customer engagement tools. You need to make sure you can optimize your offering without your ecommerce platform holding you down. Choosing a customer engagement platform like Mobify to pair with your back-end means you can evolve with new technology and customer expectations quickly – no matter how “Jetsons” things get.

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