Who Owns the Shopper Experience?
Why Retailers Need to Own the Consumer
According to Kelly O'Neil, product strategy director for Oracle, there are a thousand ways consumers can go from investigate to purchase. The pathways begin or end in stores or online, and they go through mobile devices, social media, third-party service providers, the contact center, e-mail, catalog and more.
To help retailers better understand what's at stake, Oracle surveyed 1,054 shoppers post-holiday 2010. Here's what the survey found:
· 48% of shoppers use mobile devices to browse or research products and services, which grew sharply from 27% one year earlier.
· Just 13% made a purchase on a mobile device in 2009 while in 2010 it more than doubled to 29%.
· 33 to 54 year olds are growing faster in the mobile channel than 18 to 32 year olds
· 15% of mobile shoppers compare prices and 10% visit store websites
Recommendations from the study include: 1. Mobilize: support mobile browsing and buying of your existing website; 2. Optimize: maximize the consumer mobile opportunity; and 3. Operationalize; leverage mobile commerce throughout your organization.