Connect with us

Entrepreneurship

Mobile App vs. Mobile Web: What Retailers Need To Know

Published

on

Last year, the big headline was that mobile internet usage surpassed desktop internet usage. Now, there’s more to add to the story: not only has the number of mobile-only internet users overtaken desktop-only, but app usage has also surpassed desktop usage. For retailers, that’s not the only thing of interest. Statistics show that multi-platform use in retail continues to grow significantly more than in other verticals.

With “Mobilegeddon” eliminating all doubts about the importance of mobile, all retailers – not just the big players – are now re-thinking their mobile strategies. The major question that retailers have been grappling with is whether a mobile website or a mobile app is the right way to go.

This post is going to outline the benefits of both, showing that it’s not a matter of having one or the other, but rather making sure you build a robust mobile presence that better engages a platform agnostic, highly active mobile customer base.

Mobile App Pros

Mobile apps are effectively transforming retail, maybe more so than any other industry. In 2014 alone, usage on Shopping apps increased by 174% – the highest of any app category. Furthermore, Cisco’s 5th Annual Retail Survey found that 55% of shoppers will use a retailer’s app either for or while shopping. Clearly, the market for retail mobile apps is thriving, and apps offer a number of benefits that other channels can’t.

2014-sessions-growth-vf2
Via Tech Crunch

Richer Customer Experience

If there’s a single truth to shopping, it’s that the customer experience matters. The Cisco survey mentioned above reinforces this, suggesting that context and hyper-relevance is a key way to win over digital consumers. A mobile app is the ultimate way to improve the customer experience, acting as an extension of a retailer’s brand and offering features that aren’t possible anywhere else. Here are just a few of the possibilities:

Loyalty Integration

Mobile apps can facilitate both mobile payments and rewards programs on a single channel. Loyalty programs can work on a much deeper, more personalized level, offering discounts not only based on past purchasing patterns, but also customer geography, location within stores, interests, and more.

Deeper Analytics

In retail, insight is the new currency, and context is king. Delivering the personalized, hyper-relevant experiences that customers demand requires a deep understanding of the customers themselves, which requires data. Mobile apps offer unparalleled analytics capabilities, which allow retailers to better understand their customers and make data-driven business decisions that will improve the shopping experience and drive sales, both in-store and out-of-store.

The other major advantage of mobile apps is that you are given real estate on your customers’ devices, which are increasingly being carried everywhere at all times by shoppers. Retailers are able to have their stores right on their customers’ smartphones and tablets. This presents a huge opportunity for hyper-targeted marketing and a level of customer engagement that can’t be matched on any other channel.

Mobile Web Pros

Shopping on mobile continues to grow tremendously. Mobile now accounts for over half of all e-commerce traffic, and a staggering 78% of mobile searches for local businesses and servicesresult in a purchase.

 

SEL-41-800x452
Via Search Engine Land

 

Given the high volume of activity, having a website that is optimized for mobile is a no-brainer. Other advantages to mobile websites include:

Better Customer Experience

E-commerce shoppers expect a multi-device, multi-channel experience to be available to them, and mobile is now driving more activity than desktop. Retailers that don’t have a mobile website are failing to cater to over 50% of the e-commerce market.

Bigger Customer Base

While in-app activity is increasing, the majority of shoppers still prefer mobile web. Shoppers that don’t have loyalty to your brand are still a huge market – making the path to purchase as easy as possible will allow retailers to reach a broader customer base that isn’t necessarily interested in loyalty programs or consistent purchasing from any one brand.

Cost-Effective

Responsive websites now handle all screen sizes from a single build, so users can visit, search and shop from all types of devices without the need for multiple websites.


SEO & Brand Visibility

Mobilegeddon confirmed the long-held speculation that mobile-friendliness was a ranking signal. Mobile optimized sites are now ranked higher in search engine results pages than sites that are not optimized for mobile. Retailers with mobile-friendly sites are more likely to rank better, meaning greater brand visibility, higher website traffic, and consequently more sales.

Building A Mobile Presence

In the end, retailers should consider developing both a mobile website and a mobile app. The market is there for both, and your customer base will be using both. While the majority of your customers will search, visit and shop using mobile web, your core customer base who repeatedly purchase are demanding loyalty integration, richer shopping experiences and new ways to engage with your brand. They’re offering real estate on their phones – are you going to take it?

__________________________________________________

About the Author

This article was written by Dan Kosir of Clearbridge Mobile. Since 2011, Clearbridge Mobile has been the trusted mobile app development company for rapid-growth startups and leading enterprises, including more than 35 Fortune 500s. We combine a rockstar team and a custom agile development process to give you control, transparency, and flexibility.

Callum Connects

Denise Mossis Kipnis, Founder & Principal of ChangeFlow Consulting

Published

on

Denise Mossis Kipnis’ curiosity in people and the world, lead her to set up ChangeFlow Consulting.

What’s your story?
I’m driven by curiosity. Having been the only one in a room who looks like me for most of my life, I developed a curiosity about who stays, who leaves and who thrives in minority/majority situations including when and how connection and collaboration happen. I was a systems thinker long before I knew what that was, always asking why and so what; and seeing the pieces, the whole, and the places in between. So helping people and organisations move through the complexity of transformation feels natural to me.

What excites you most about your industry?
I see change and inclusion as two sides of the same thing; I don’t practice one without the other. Some people see change as death, as loss, as exhausting. And it can be. But I see in the work I do as an opportunity for something new or hidden to emerge. When an organisation understands that it is first a group of people, who themselves represent and belong to groups of people, and it begins to tackle what it would mean to understand and learn from all that talent, all that diversity, to have them all working for and not against the organisation, to truly unleash all that their people have to offer; that’s magic.

What’s your connection to Asia?
Change and inclusion are personal values as well as professional strengths. For me, living and working outside of the States was a bold experiment to see whether any of the stuff I’d learned about change and inclusion would work outside of the US. My husband and I targeted Asia specifically: it would be the greatest contrast, culturally speaking, for me; and a unique career springboard for him.

Favourite city in Asia for business and why?
Although I’ve practiced in other cities, I am biased towards Singapore. In some ways it’s what Los Angeles is to the rest of the United States, a microcosm of sorts. The regional/global nature of it means that so many different nationalities and cultures are represented. As a result of this mix, you never know what you might get. In some situations, cultural dynamics are obvious, sometimes subdued. The variability is compelling.

What’s the best piece of advice you ever received?
“Never ask anyone to do anything you wouldn’t do yourself.” Michael Rouan.

Who inspires you?
Often it’s a “what” not a “who.” I can get inspiration from a passage in a book or a situation in a movie, as well as a turn of a phrase or watching people interact. I often make the biggest connections between the various threads I’m working on when I’m sitting in someone else’s event.

What have you just learnt recently that blew you away?
I’m honestly not blown away by much. Instead, I’m struck how circular things can be: ideas often come back around with a slightly different twist and I watch the way it shakes things loose for people. I recently sat through a workshop on Self as Instrument, and despite being thoroughly versed already, I learned something. In preparing for a panel on design thinking, I unearthed a new language to describe things.

If you had your time again, what would you do differently?
You’ve caught me at a good time. I’m sitting in appreciation and gratitude for all my experiences, because I wouldn’t be who I was today if all that has happened, didn’t. And yet one thing comes to mind: It wasn’t until I redesigned my website two years ago (shout out to Brew Creative!) that I realised I hadn’t made explicit agreements with my past clients as to what I could share publicly about our engagement, or whether I could use their logos in my promotional materials. In my business, confidentiality is so important, and yet I need to be able to talk about the work as reputation and experience leads to the next success, and so on. It turned out a lot of the contacts I had known had left the organisations where the work was done, so they couldn’t help at that point. So the practice I’m carrying forward is to get those agreements up front, and to make sure my relationships in client systems are broad as well as deep.

How do you unwind?
Science fiction, puzzles, wine.

Favourite Asian destination for relaxation? Why?
Home. I don’t travel to relax, I travel to learn and explore.

Everyone in business should read this book:
Built to Change, by Ed Lawler and Chris Worley. To my knowledge, it’s the first pivot from advising organisations away from stability and toward dynamism, from strategic planning to strategizing as an action verb; to blow up the traditions and rigidity that impede organisations from developing change capability.

Shameless plug for your business:
We’re taught that there are two kinds of people: those who see forests, and those who see trees. There is a third type, my type, and we see the ecosystem. Worms, climate, birds, the spaces in between. This is the perspective organisations need to be successful in solving complex problems and thriving in change.
ChangeFlow uniquely blends four disciplines (two of which are multi-disciplinary in themselves): organisation development, culture and inclusion, change management and project management.

How can people connect with you?
Facebook: https://www.facebook.com/ChangeFlowConsulting/
LinkedIn: https://www.linkedin.com/in/dmorriskipnis/
LinkedIn Company page: https://www.linkedin.com/company/4862954/
Email: [email protected]
Website: http://www.changeflowconsulting.com

Twitter handle?
@ChangeFlow

This interview is part of the ‘Callum Connect’ series of more than 500 interviews

Callum Laing is an entrepreneur and investor based in Singapore. He has previously started, built and sold half a dozen businesses and is now a Partner at Unity-Group Private Equity and Co-Founder of The Marketing Group PLC. He is the author two best selling books ‘Progressive Partnerships’ and ‘Agglomerate’.

Connect with Callum here:
twitter.com/laingcallum
linkedin.com/in/callumlaing
Download free copies of his books here: www.callumlaing.com

Continue Reading

Callum Connects

Agnes Yee, Legal & Compliance Recruiter of Space Executive

Published

on

Agnes Yee started Space Executive in Singapore, which is a hub for businesses in some of the world’s fastest growing economies.

What’s your story?
After graduation, I joined a design media company as a Business Development Executive, during the era when ‘reading a magazine online’ was unheard of. I believe that laid the foundation for being unfazed by rejections.

I fell into recruitment pre-GFC and rode the highs and lows in the early years. A decade later, I decided to set up my own recruitment company, partly because I could. I’m acutely aware of the face that being an Asian female in Singapore is sometimes a privilege, and that many women in the world are living a very different existence.
Thereafter, we joined Space Executive as part of a merger. I am currently the Partner of Space Executive, a recruitment company focused specialist disciplines, including Legal, Finance, Digital, Sales and Marketing and Change. We also run Space Ventures, a venture capital business, which invests in seed and pre-series A businesses.

What excites you most about your industry?
On a daily basis, we’re influencing how one spends a third of their day. It is interesting how the Internet has transformed the industry, and I’m excited to see how we can harness technology to bring us to the next phase of this business.

The VC is an extension of applying our skills and experience in reading people. We very much invest in the people as much as the idea. Being a native Singaporean, it’s been exhilarating watching Southeast Asia becoming a hotbed of ideas; and young entrepreneurs simply daring to dream.

What’s your connection to Asia?
I’m a born and bred Singaporean. I love that I speak both English and Mandarin, grew up playing with Indian friends and eating Malay food.

Favourite city in Asia for business and why?
Singapore for the low barriers of entry to set up a business, but has to be China (and Hong Kong) for their hunger and constant innovation.

What’s the best piece of advice you ever received?
青春不要留白 which translates to ‘Don’t waste your youth.’

Who inspires you?
Anyone who has gone against the grain.

What have you just learnt recently that blew you away?
It wasn’t recent but reading the article on https://waitbutwhy.com/2015/12/the-tail-end.html never fails to blow my mind how little time we have left. Charting our lives in weeks, and realising I only have enough time left to enjoy 60 Christmas turkeys, read 300 books (all if I’m lucky); and mostly, I’m left with the last 5% of the time that I spend in-person with my parents.

If you had your time again, what would you do differently?
I’m cognisant that every decision I made in life has brought me to where I am today, and I wouldn’t change one thing. But I’d really like to have had more time to travel.

How do you unwind?
Exercise and wine.

Favourite Asian destination for relaxation? Why?
Trekking any mountain in Asia. It brings us back to the most basic. To overcome elements of nature and our own mind.

Everyone in business should read this book:
Start with Why, Simon Sinek

Shameless plug for your business:
Space Executive started in Singapore, a hub for businesses in some of the world’s fastest growing economies. We assist organisations in accessing a targeted and specialised, and often times transient talent pool.

Out of Singapore, we have recruited across 14 countries; and have embarked on our global expansion plans with offices in Hong Kong and London this year, and US, Japan and Europe in the following years.

Space Ventures provides funding, management and financial guidance to young businesses with original ideas. We have invested in peer to peer lending platforms, credit scoring, social media education, and other start-ups spanning diverse industries. We are always interested in hearing more about new ideas.

How can people connect with you?
https://www.linkedin.com/in/agnesyee/

This interview is part of the ‘Callum Connect’ series of more than 500 interviews

Callum Laing is an entrepreneur and investor based in Singapore. He has previously started, built and sold half a dozen businesses and is now a Partner at Unity-Group Private Equity and Co-Founder of The Marketing Group PLC. He is the author two best selling books ‘Progressive Partnerships’ and ‘Agglomerate’.

Connect with Callum here:
twitter.com/laingcallum
linkedin.com/in/callumlaing
Download free copies of his books here: www.callumlaing.com

Continue Reading

Trending