When the gray lady came calling, looking for our view on mobile commerce this holiday season, our experts were, needless to say, happy to oblige. Three of us spent almost an hour with Verne Kopytoff, a New York Times business technology reporter, discussing mobile shoppers – who they are, what they are looking for, how they use mobile commerce.
Some points we covered with him were:
- Retailers need to understand the “mobile moments” – where your shopper is and what he’s trying to accomplish at various points in time
- Mobile commerce will depend, to a large extent, on what mobile phones and carriers allow: bandwidth, battery-life, pricing plans
- Conversion of mobile sales is far better than typical online commerce; shoppers are primed and ready to buy
- Mobile real estate is tiny, so retailers must reduce their product selection
- The US is significantly behind Asia, where cell phones are their “wallets”
- Apparel is the most advanced vertical, but luxury apparel lags behind
- Shopping surge is 6-9pm; people interact while watching TV (particularly shows on the Food Network, Bravo and Shop.NBC)
- Mobile retail is poised to get to 5% of retail sales in half the time that it took online shopping.
Stay tuned for our Mobile Commerce Benchmark and Guide.
To read the NYT article, click here.