American mobile commerce can benefit from consumer engagement behaviors
Gartner has recently released a prediction that says that revenue will be driven by smartphone based behavior.
The Gartner research firm has released a forecast that stated that by 2017, the engagement behaviors of smartphone users will have a powerful impact on mobile commerce revenue, sending it to reach 50 percent of the online shopping incomes generated in the United States.
This is an important and significant growth, considering that the current figure is 22 percent.
According to Gartner research director, Jennifer Polk, “Some sectors will migrate more quickly than others to accepting mobile payments and promoting mobile commerce.” She also went on to provide the example to illustrate her point, saying that big-box stores might not need to move as rapidly as stores in other industries, since they can still fall back on their in-store experience, which remains “a critical part of their value proposition and the customer experience, making digital and mobile commerce a smaller portion of their overall revenue.”
Certain industries must clearly work harder to focus on mobile commerce than others.
That said, Polk added that new standards for credit cards will lead to a liability shift when it comes to cases of fraud, this year. This will make it important for retailers to adapt their point of sale systems for credit card transactions that are more secure. “This opens the door for point-of-updates to also accept mobile payment,” said Polk.
Gartner explained that marketers with mobile commerce and digital shopping initiatives must concentrate on building cross-functional teams, such as in sales, IT, legal, and customer support. This will make it possible to form a seamless experience throughout the length of the purchasing process in addition to the relationships with customers that can develop following a sale.
The Gartner statement expressed that if mobile marketing teams look into ways to better leverage wallet apps with a focus on revitalizing the interest that consumers have in mobile commerce as well as smartphone based payment transactions. Furthermore, the research firm said that by the close of next year, over $2 billion in e-shopping will have been generated only over smartphones or tablets.