Why Mobile Commerce Overpromises and Under Delivers
By Joe Skorupa
Despite the rise in mobile commerce sales and the sweet spot that smartphones occupy with Millennial shoppers (in the palm of their hand) the mobile channel is a huge disappointment in terms of consumer satisfaction, according to the recent Shopper Insight 360 Study. In fact, while consumers expressed widespread dissatisfaction with many aspects of the shopping experience no activity scored lower than mobile commerce. Here’s why and how to fix it.
In the just released RIS/TCS Shopper Insight 360 Study, “Transforming Shoppers into Engaged Collaborators,” data from 5,000 shoppers shows that the channel with the highest overall satisfaction rating is online (computer or laptop). It was closely followed by the brick-and-mortar store. The mobile channel, despite being highly touted as the star of retailing’s shining future, came in last place for shopper satisfaction.
Specific areas where the mobile channel received satisfaction scores well below the online channel (and stores, too) include:
- Ease of checking out
- Product selection
- Smart and convenient design/navigation
- Help functions to answer questions
- Information about products
- Personalized recommendations based on past purchases
The two areas where the mobile channel scored the lowest marks are help functions to answer questions (only 22% were satisfied) and personalized recommendations based on past purchases (23%).
Providing, offering and delivering help to shoppers is one of the biggest sources of dissatisfaction in the study and one of its biggest takeaways. Even brick-and-mortar stores, with their sales associates on the floor, only provide satisfaction to 29% of shoppers in the area of providing help, which actually ties the online channel.
If retailers are looking for an opportunity to increase customer satisfaction and differentiate their brands from their competitors in any sales channel, they should look no further than providing help to shoppers who are looking to make a purchase. It seems like a no-brainer, but apparently the industry trend of customer-centricity has failed to produce good customer service.
This lesson applies to all retail sales channels, but it most acutely needs addressing in mobile commerce. To uncover more lessons and business opportunities based on the likes, dislikes and expectations of 5,000 shoppers download the complete Shopper Insight 360 study by clicking here.