A study by Debenhams says that these consumers are “a twin-edge sword” for retailers.
Debenhams has released the results of the analysis of its data, which have shown that although a third of its website traffic comes from mobile commerce shoppers, these fickle customers aren’t always bringing positive experiences with them.
The latest research from the store also showed that smartphone shoppers are more lucrative.
Those using m-commerce tend to shop more frequently and will spend a larger amount than those who are shopping in the actual brick and mortar shops. However, Debenhams was also keen to point out that they are also far less consistent and loyal, and will not hesitate to change brands if they do not receive the experience they would like.
Debenhams also stated that it is very important to get the mobile commerce experience right.
The company stated that it’s critical to provide the correct mcommerce experience, based on the most recent figures regarding the behaviors of mobile customers. Those shoppers are very unlikely to give retailers a second chance when they haven’t had a good experience; far more so than those who shop in-store.
Sarah Baillie, the mobile commerce manager at Debenhams, spoke at London’s Mobile Marketing Live, and said that 84 percent of the mcommerce customers at the department store shop there regularly online or on a mobile device. However, only 54 percent shop regularly in-store. In 2010, that ratio was three to four.
Baillie also pointed out that those online and mobile shoppers will generally also spend three times more than those who are making their purchases in the store’s physical location. She therefore recommends that retailers create a seamless experience over multiple channels. She went on to indicate that retailers should be aware that they have only ten seconds in which to show a shopper that the experience would be a positive one. Failing to do that will risk losing the customer to another mcommerce competitor.
She explained that when it comes to mcommerce, “What we’re finding is you have to get mobile right because mobile shoppers spend more and they shop regularly but they’re far less forgiving than customer show shop mainly in-store.”