Even though a new research report has found that 41% of retailers possess a mobile initiative, many are still hesitant about rolling out a mobile commerce program.
In its report titled “Elevating Mobile Commerce as an Enterprise-Wide Strategy,” the Aberdeen Group found that the watch-and-wait approach on creating mobile commerce can hinder a retailer’s ability to grow and expand customer interaction, engagement, and operational efficiency.
Aberdeen’s report revealed the following tips that can enable retailers to develop enterprise-wide mobile commerce plans and enhance existing strategies:
Identify the culture readiness of stores, and other channels when it comes to mobile and tablet commerce. Develop best practices and define the cultural transformation needs and focus at all times.
Focus swiftly on taking the omni-channel route which has web, call center, and e-catalog integration with mobile. Moving towards in-store and enterprise-wide mobile usage also requires a solid roadmap for change management and business process alignment.
Start with mobile usage analytics right from the outset. Additionally, measure customer perception and track mobile lifecycle trends. Applying ecommerce and in-store performance analytics data is a step in the right direction.
Establish a collaborative mobile and tablet commerce team comprising all key stakeholders from channels, IT, marketing, merchandising, finance, etc. Set up a specific job role for mobile commerce planning and execution (i.e. a digital retail executive) reporting to the chief marketing and technology officers.
Review and revise enterprise-wide mobile and tablet strategies depending on changes in the omni-channel strategy and, more importantly, base it on customer expectations.
The “Elevating Mobile Commerce as an Enterprise-Wide Strategy” is the sixth report in Aberdeen’s series of mobile and tablet commerce trends assessment and technology implication-related studies. The study was conducted in January 2012 and surveyed 58 companies.