Razorfish selected to address growing need for mobile commerce services
Target, one of the largest retailers in the U.S., has been looking to engage mobile consumers in a more dynamic way recently. The company experienced promising results from its sales initiatives over the Thanksgiving shopping weekend, seeing a major uptick in mobile traffic and mobile sales. The company is now looking to overhaul its e-commerce business and has hired Razorfish, a digital interactivity agency and marketing firm. Razorfish will be responsible for revitalizing Target’s e-commerce division in the hopes of being more in line with the needs of mobile consumers.
Razorfish to help develop new mobile application and e-commerce platform for Target
Target selected Razorfish after having vetted the agency for several months, beginning in August of this year. Razorfish was able to beat out competition from 10 other agencies in order to land the deal with the major retailer. As such, Razorfish will work to re-launch Target.com for the PC, mobile, and tablet platforms. Part of this effort will include t he development of a mobile application that will help boost the mobile shopping experience in stores.
Target takes note of growing momentum behind mobile commerce
Though Target.com has not experienced any significant problems since being re-launched last year, the retailer is becoming more aware of the need to reach out to mobile consumers. Mobile commerce is becoming a powerful force in the U.S. market and has gained considerable momentum in the wake of the Thanksgiving shopping weekend. Target saw firsthand how powerful mobile commerce can be and is working to become more accommodating of mobile consumers through overhauling its e-commerce presence.
Retailer eyes QR codes
Target will also begin focusing more on QR codes in its physical stores as a way to provide mobile consumers with more robust service. These codes will be used to distribute information about certain products to interested consumers. The QR codes will also help supply consumers with deals and special offers. QR codes have long been considered a powerful tool in the mobile marketing space.
Survey highlights importance of mobile commerce during holiday season
Sybase 365, a mobile services and mobile commerce solutions provider, and the Mobile Marketing Association (MMA) have released the results on a new survey concerning the role mobile devices will play in the U.S. holiday season. Mobile technology has become rampantly popular in the U.S., and many consumers have smart phones and tablets that allow them to participate in mobile commerce. Consumers have been showing a great deal of interest in using their mobile devices to shop, bank, and pay for goods over the past few years, and this may come to a head during the 2012 holiday season.
87% of consumers to use their mobile devices to research products
According to the survey, which focused on 1,000 adult consumers throughout the U.S., approximately 87% of all consumers will be using their mobile devices to make purchase decisions during the holiday season. Many consumers will be relying on their mobile device to find out information on products that they are interested in, with other using their devices to find deals and net themselves significant savings that may only be available online.
50% of consumers to purchase products through their mobile device
The survey also shows that 50% of consumers will be using their mobile devices to make purchases, while another 61% claimed they would be willing to participate in mobile commerce if improvements to security and infrastructure were made. Currently, using a smart phone to make purchases at a physical store is a practice limited to consumers with NFC-enabled devices. These devices are rare, as are the point of sale terminals that are capable of facilitating mobile payments. Security has also been an issue that has put off many consumers.
Mobile commerce could gain momentum through the holiday season
Despite consumer concerns, mobile commerce is growing in the U.S. The holiday season is expected to provide the burgeoning industry with significant momentum, especially as retailers get a better understanding of how mobile commerce can impact their business during the busiest and most important time of year for the retail industry as a whole.