The Straight to Smartphone Issue

Aug 13, 2014 3:20 PM  By

Today it seems everywhere you look people are on their smartphones. It has become a way of life, and retailers are looking for ways to come to grips and tackle the ever changing mobile evolution.

During a keynote panel discussion at the eTail East 2014, attendees were introduced to the acronym “STS” better known as “Straight to Smartphone.”

Panelists recognized that mobile is fundamentally different than ecommerce. And while so many shoppers are gravitating to their smartphones, conversions are lower than other channels.

“There is no one solution,” said Alex Miller SVP of Digital Commerce for QVC.

Miller said it is the ability to understand what the consumer is thinking and whether it includes handling this issue with deep linking.  He said it is not a one size fits all solution.

Scott Lux, CMO of Charity Buzz said the challenge is having a conversation of whether responsive design is relevant.

Lux added that with the advent of emerging technologies, retailers grapple with trying to figure out how to filter out the right way.

“It’s a two sided equation,” said Lux.

Garrett Eastham, CEO of Compare Metrics said the way you navigate in desktop is not the same as you navigate in mobile.

“It’s a tough challenge for everyone,” added Miller.

Lux said if retailers are not looking from the customer standpoint, they are spinning a lot of cycles.