Since mobile and tablet commerce are burgeoning forms of technology poised to become a larger part of the retail landscape this year, it might be helpful for merchants to receive some tips from an industry expert.
Whether a merchant has started using mobile or tablet commerce or is considering it, Joan Abrams, director of ecommerce for gifts merchant Ross-Simons, offers some tips to keep in mind.
For mobile devices, non-tablet:
Focus on navigation. Make it easy for users to navigate to your most important categories.
Eliminate non-essentials. Ease of use is key.
Edit your merchandise assortment so search results are reasonable.
Make the search box very prominent.
Develop all new functionality to work on the tablet.
Remove sliders, hovers and anything that doesn’t work on a tablet from your desktop site.
Make sure your navigation links and buttons have enough space to tap using a finger on a tablet. It’s less precise than a mouse.
Make sure your IT, marketing and customer service staffs have mobile devices to fully understand the customer experience.
Create a benchmark of your mobile/tablet analytics now so you can compare post-launch.
If you’re not sure if your customers are on mobile devices, see how many of them are opening their emails on mobile devices.
If you’re waiting to see if mobile/tablets take off, don’t wait. They are.