Adapting to M-Commerce Growth

The ever-evolving world of mobile commerce is growing at a fast pace. Smartphones open a vast world of customer engagement and selling opportunities for retailers.

In 2010 mobile payments totaled $100 billion and that number is expected to double in 2011. With the numbers rising so high so quickly, retailers are looking at technology that will allow them to take advantage of mobile possibilities now, without tying them to devices or mobile operating systems that may prove less popular in the future.

This month’s Vendor Landscape explores m-commerce solutions that make mobile commerce work for retailers and consumers.

Mobile POS
NextPosition by Agilysys extends checkout to mobile devices used by store associates by integrating seamlessly with a retailer’s POS system. A magnetic stripe reader and receipt printer allow associates to conduct transactions anywhere in stores.

Anytime, Anywhere
The Tommy Hilfiger application for iPhone and iTouch is built on Oracle ATG Web Commerce 10, giving consumers the ability to search and purchase Tommy Hilfiger products from their iPhone and iTouch. “Creating a smooth and entertaining experience for shoppers to explore, search and buy from the brand is an important function of our web-based initiatives,” says Kate Terry, executive vice president of global e-commerce at Tommy Hilfiger.

Easy Payments
Financial services giant Citi is enabling mobile payments via its partnership with Single-Click Checkout from Billing Revolution. Single-Click Checkout enables customers to conduct credit card purchases with their mobile devices without entering a user name and password. The system allows Citi to keep a database of customers who use the service and search for consumers or transaction records, and offers  options to cancel subscriptions.

Scannable Coupons
Target is using the CodeBroker Mobile Loyalty Solution to deliver coupons via any mobile phone. Every two weeks, consumers who subscribe to the program receive a text message with a link to a coupon that includes a barcode that is scanned at the checkout. While the coupons are pushed every two weeks, if a consumer loses the offer, it can be retrieved by texting the word “OFFERS” to Target.

Whole Foods Market is using the Digby In-store Mobile Module to engage and communicate with customers through a branded application. Customers can check in at a store and scan product barcodes and promotional QR (Quick Response) codes. Whole Foods tracks mobile activities inside the store and sends shoppers relevant promotional messages in real time to drive sales, enhance loyalty and gain insight into consumer behaviors.

Extending Capabilities
IBM’s WebSphere Commerce Version 7.0 features the Mobile Commerce Store Model, allowing retailers to leverage customer profiles, purchase history, order information and precision marketing available to the Web channel, creating a tight relationship between m-commerce and e-commerce. This allows retailers to deliver consistent product and pricing information as well as inventory visibility across channels.

Boosting Online Sales
Since partnering with Insite Software to provide its e-commerce and m-commerce sites, high-end women’s fashion retailer Natori Company has increased online sales by 250% year-over-year.

Informing Consumers
Lowe’s is utilizing the Microsoft Tag mobile technology on plant tags throughout its Garden Centers as a way to entice customers to learn more about specific products. Using their smartphones, consumers scan the Microsoft tags, which are 2D barcodes similar to QR codes, and receive links to coupons, videos and other helpful information. The tags store information for Lowe’s regarding the number of customer visits, the time of the visits and other useful data for marketing.

Customer Convenience
The Sterling Commerce Order Management Mobile Framework allows customers to search and view products, product information and pricing; verify available-to-promise inventory; place orders; check order status and view order history.

RX Reminders
Mobile alerts are available to all Rite Aid pharmacy customers nationwide with Sybase mCommerce 365. Customers who opt in to the alerts system receive text notifications when prescriptions are ready to be collected, as well as refill and will-call reminders and other status changes.

JCPenney has launched online shopping fully integrated with Facebook, and Usablenet Mobile 2.0 is powering this approach. The JCPenney webstore allows Facebook users to browse inventory and categories and make purchases without leaving the site, while also posting comments and recommendations to other friends on Facebook.


The chart below is a comparison guide of product specifications and functionalities in a specific category to help retailers begin their search for vendors in the RFP process. The chart is not a comprehensive resource. Please visit vendor web sites for further information.
Company Name/Web Site
Solution Description
Key Clients
NextPosition by Agilysys Solution enables the extension of a retailer’s POS system to a mobile device, allowing store associates to assist customers with shopping and checkout needs anywhere in the retail store. By offering an enhanced shopping experience, NextPosition increases customer loyalty, productivity and sales volume while reducing lost sales. • N/A
Oracle ATG Web Commerce 10 Solution provides a new mobile interface, promotions engine, template-driven promotions wizard and multi-site management tools to help retailers leverage the latest mobile devices and social media to more effectively serve “anytime, anywhere” consumers. • CVS
• Tommy Hilfiger
• American Eagle Outfitters
Billing Revolution
Single-Click Checkout In-app mobile credit card checkout system allows customers to make purchases on Android without having to create an account with an associated user name and password. When shopping, one click displays a pop-up box that is overlaid on top of the app in which the entire checkout process takes place. App also enables cross-merchant payments. • Chase
• Elavon
Cardinal Commerce
Cardinal MAX This platform creates mobile commerce websites and apps with mobile payments for retailers. The platform also provides a Web-based SMS system for mobile marketing, alerting, gifting and couponing. Manages inbound SMS messages, creates custom SMS responses and supports voting and contest promotions. • SkyMall
• Football Fanatics
• Sprint
CodeBroker Mobile Loyalty Solution allows retailers to mobilize existing loyalty programs, deliver mobile coupon campaigns and a wide variety of mobile text alerts. New features include welcome coupons with rolling expiration dates and automated reminders. • Target
• Famous Footwear
Digby Mobile Commerce Software Platform provides retailers with a branded mobile commerce app and allows retailers to enhance the in-store mobile engagement experience with location-based technology and barcode and QR code scanners to deliver immediate targeted promotions. • Cabela's
• Brooks Brothers
• Toys "R" Us
WebSphere Commerce Mobile Store The Mobile Store model in WebSphere Commerce Version 7.0 enables shoppers to browse, conduct side-by-side product comparisons, receive personalized marketing and promotions, obtain store location information, check inventory availability and complete transactions from a wide range of smartphones. • Barnes & Noble College Booksellers
• OfficeMax
• Moosejaw Mountaineering
InSite Software
InsiteCommerce Mobile Edition Platform brings the robust e-commerce functionality of InsiteCommerce to mobile devices, offering keyword search, ability to display select categories and products from parent site on mobile site, order tracking and payment options. • Natori
• Caldrea/SC Johnson & Company
• Briggs & Stratton
Microsoft Tag Application lets shoppers scan Tag images and receive multimedia info, coupons, promotions and purchase options. Microsoft Tag gives retailers and brands access to customer behavior analytics to inform marketing strategies and promotions. • Lowe's
• Marks & Best Buy
• General Mills
Sterling Commerce
Sterling Order Management Mobile Framework Solution provides users with mobile commerce capabilities to build and deploy a branded mobile store. Supports product search, inventory lookup, product information lookup, order capture, checkout and order history lookup. • Best Buy
• Boston Market
• Lifetouch
Sybase 365
Sybase mCommerce 365 The suite includes the mBanking, mPayments and mRemittance mobile solutions. Based on the Sybase Mobiliser Platform, this highly adaptable solution enables shoppers to pay, buy, bank and remit money using their mobile phones. • Rite Aid
• Dunkin Donuts
• Singapore Shopping
Usablenet Mobile 2.0 The industry’s first HTML5 mobile platform, extending a company’s existing website content and functionality as well as m-commerce in a rich, app-like user experience. Supports all mobile devices including smartphones and tablets. • Tesco
• Walgreens
• Macy's
Volusion M-Commerce Solution allows brands to optimize their online stores for consumer smartphone shopping. Shoppers can browse and research products through a mobile-optimized version of the retailer’s online store on the iPhone and Android. • CuddleWorks
• Organic Pet Boutique
• The Pashmina Store
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