No Mobile Presence Equals Missed Sales For Retailers

by Giuseppe Taibi on February 15, 2010

Mobile Commerce Daily has two must-read posts about the critical impact of mobile for real-world retailers. Both articles reinforce that the shift in expectations has changed retail from an environment of create > advertise > sell, to one where retailers listen > interact > react > then sell.

Ace Hardware goes mobile to drive consumers in-store

“Over the past year, we’ve seen a significant increase in the amount of traffic coming to AceHardware.com from mobile devices,” said Mark Lowe, ecommerce marketing supervisor at Ace Hardware, Oak Brook, IL. “Today, consumers expect to get information how and when they want.

“The mobile phone has become a communication hub for many consumers, so it’s critical that Ace provide a mobile-optimized solution for them,” he said. “To meet this demand, we need to be able to provide our customers with the most helpful mobile experience possible.”

The Local Weekly Ads section lets consumers browse their local Ace ads and view sale items and product details near their location.

“With our new mobile Web site, consumers will be able to find their local Ace, view Google maps and driving directions, and see the store’s hours, services and departments,” Mr. Lowe said. “They’ll also be able to view their local ad right from our mobile site.”

Currently Ace does not have mobile commerce on the site. However, Mr. Lowe said that it is a logical next step and something the company is working towards.

Mobile presence critical to make impact before POS: Study

Ruder Finn’s first-ever Mobile Intent Index studies mobile phone user habits and explores the underlying reasons – or intent – people have for accessing the mobile Internet. According to the Mobile Intent Index, mobile phone users do not access the mobile Internet for educational purposes or for creative expression.

“What marketers need to realize is that more than 2 in 5 people, and half of generation Y, are using mobile technology to compare prices on their way to buy products,” said Marty McGough, director of Ruder Finn Insights, New York. “An online presence is critical to make an impact before point of purchase.”

Mobile technology means that people no longer have to wait until they are in front of their computers to do their work.

People are taking advantage of that and are using mobile devices to do their core work while using desktops to navigate longer format and higher bandwidth content and tools.

This is resulting in huge changes – and opportunities – across industries, making mobile an essential channel in keeping businesses competitive.

Men look at prices but women buy. When shopping, men are more likely than women to compare prices (47 percent vs. 30 percent), but women are more likely to purchase (40 percent vs. 30 percent).

Youth are the target for retailers. Youth (44 percent) are more likely to shop over their mobile phones than the average mobile user (35 percent).

Seniors want to learn. Seniors (82 percent) are much more likely than the traditional user (64 percent) to use their mobile phones to educate themselves.

“It’s all about convenience for mobile users – quickly accessing timely information such as an address, a restaurant or the closest store,” Mr. McGough said. “Marketers need to be front and center on personalized search engines and consider the viability of shared platforms.

The whole article is another gem chock full of relevant data, so read on to get the full scoop: Mobile presence critical to make impact before POS: Study

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