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What do customers expect from
mobile commerce?


Vanina Delobelle, Ph.D.
March, 2013
What do customer expect
 with mobile devices?



                     Vanina Delobelle
Time
There is this sense of urgency. I
  want to get the information
 immediately so I check on my
  mobile. I am in a middle of
   something and I need this
     information NOW.




                                    Vanina Delobelle
Location
  I am at a place and I need the
information at this place. It need
the information HERE because
  this is where it makes sense to
                me.




                                     Vanina Delobelle
Weather
Weather changes and it changes my
 needs, it changes my mood and it
 impacts my purchase. Understand
  that if it is sunny outside, I am in
  the mood of buying T-shirts and
  not Outerwear. If it is snowing, I
want to go ski but I also might want
  to get some sun somewhere else.




                                         Vanina Delobelle
Content
    I need to access ALL the
 information I need. Not some
  information but ALL of it. I
    do not make a difference
 between my computer and my
iPhone. I want the information
   that is RELEVANT to me
          and not the rest.




                                 Vanina Delobelle
Device
I need to get the information on
 this device and not on another
       one. It is this ONE.




                                   Vanina Delobelle
What do customers expect
from retailers/brands while
    using their mobile?


                        Vanina Delobelle
Responsive
     design
One experience across the devices.
    I do not make a difference
anymore between the devices. One
  is simply the continuity of the
other one. I want this multichannel
            experience.




                                      Vanina Delobelle
Customer
      data
Know who I am, what I like and
 what I want and serve me with
RELEVANT information only by
helping me navigate through your
            offering.




                                   Vanina Delobelle
Predictive
  search and
 input forms
I have no time to figure out how
your site is working and to guess
how you did this or that so help
  me right away in my research.




                                    Vanina Delobelle
SEO/SEM
It is not because I am on mobile
that I should not be able to find
what I need. Help me find you by
 optimizing your SEO/SEM for
              mobile.




                                    Vanina Delobelle
Search and
   Compare
I search and compare! So what?
This is who I am now. Help me!




                                 Vanina Delobelle
Email
I read more and more my emails
      through my phone so
  personalize the message. You
     will get me even better.




                                 Vanina Delobelle
SMS
I text! Why do you not text with me?
    Not to send me this irrelevant
information but to tell me about this
  great thing that could interest me.




                                        Vanina Delobelle
Offers, last
 minute events
  and mobile
   specials
I made you the priviledge to come to
your store. Please spoil me! It is here
   and now you need to get me!




                                          Vanina Delobelle
Price
You do not match prices? Do not fool
me because I know better. Get me now
             or lose me!




                                       Vanina Delobelle
Payment
Help me pay quickly. I want to buy. Why
 do you make it so difficult for me to
          spend my money?




                                          Vanina Delobelle
Social and
 gamification
Entertain me! Shopping should not
            be boring.




                                    Vanina Delobelle
International
And you think that my sister in Europe
 is that different from me? We are quite
   the same, we just do it in a different
language and we buy different products
so understand what localization means.




                                            Vanina Delobelle
Existing painpoints?




                       Vanina Delobelle
Conversion
  Customers convert less on Mobile but do
have a higher AOV. They do not convert less
  because they do not want to convert but
 because we do not make it easy for them to
  do so! We still make a difference between
    mobile and online, while they do not!




                                              Vanina Delobelle
Mweb vs Apps
  Customers do not make such a difference
between mweb and apps technology but more
 about the experience they get. If mweb is as
easy to use as the app, they would only use it.
   Retailers make a difference between what
  customers can get on the app vs what they
 can get on the mweb. Result: they can create
  frustration by the csutomer by providing a
limited experience on the app and force them
                   use mweb.




                                                  Vanina Delobelle
…few ideas…for the future…




                      Vanina Delobelle
Multi-device use
The customer watches TV and sees a product that he likes so he
scans the QR to buy it. In the same time his iPad is on the
coffee table because he is zapping between multiple activities.




                                                                  Vanina Delobelle
Relevancy
The customer is walking in the rain when his mobile vibrates
and he receives a very relevant offer based on his location, the
weather, the urgency and his interests.


                                                                   Get out there!
                                                                   The Sun is
                                                                   waiting for
                                                                   you!
                                                                   Your dream is
                                                                   Bora Bora? We
                                                                   haveoff Embassy
                                                                     30% this great
                                                                       Suite in Bora
                                                                   one time
                                                                    Bora. Another 10%
                                                                   offer, book it in
                                                                     if you just for
                                                                   you! next 10min!
                                                                      the




                                                                                 Vanina Delobelle
Mobile video
The customer is watching a YouTube video about Italy. At the
beginning of the video he is served a contextual commercial
about trips to Italy. At the end of the video he is served a link to
be able to bid for a trip to Italy. He can also be asked to enter a
game.




                                                                       Vanina Delobelle
For more conversations…
     www.vaninadelobelle.com
   twitter.com/vaninadelobelle
www.linkedin.com/in/vaninadelobelle

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What do customers expect from mobile commerce

  • 1. What do customers expect from mobile commerce? Vanina Delobelle, Ph.D. March, 2013
  • 2. What do customer expect with mobile devices? Vanina Delobelle
  • 3. Time There is this sense of urgency. I want to get the information immediately so I check on my mobile. I am in a middle of something and I need this information NOW. Vanina Delobelle
  • 4. Location I am at a place and I need the information at this place. It need the information HERE because this is where it makes sense to me. Vanina Delobelle
  • 5. Weather Weather changes and it changes my needs, it changes my mood and it impacts my purchase. Understand that if it is sunny outside, I am in the mood of buying T-shirts and not Outerwear. If it is snowing, I want to go ski but I also might want to get some sun somewhere else. Vanina Delobelle
  • 6. Content I need to access ALL the information I need. Not some information but ALL of it. I do not make a difference between my computer and my iPhone. I want the information that is RELEVANT to me and not the rest. Vanina Delobelle
  • 7. Device I need to get the information on this device and not on another one. It is this ONE. Vanina Delobelle
  • 8. What do customers expect from retailers/brands while using their mobile? Vanina Delobelle
  • 9. Responsive design One experience across the devices. I do not make a difference anymore between the devices. One is simply the continuity of the other one. I want this multichannel experience. Vanina Delobelle
  • 10. Customer data Know who I am, what I like and what I want and serve me with RELEVANT information only by helping me navigate through your offering. Vanina Delobelle
  • 11. Predictive search and input forms I have no time to figure out how your site is working and to guess how you did this or that so help me right away in my research. Vanina Delobelle
  • 12. SEO/SEM It is not because I am on mobile that I should not be able to find what I need. Help me find you by optimizing your SEO/SEM for mobile. Vanina Delobelle
  • 13. Search and Compare I search and compare! So what? This is who I am now. Help me! Vanina Delobelle
  • 14. Email I read more and more my emails through my phone so personalize the message. You will get me even better. Vanina Delobelle
  • 15. SMS I text! Why do you not text with me? Not to send me this irrelevant information but to tell me about this great thing that could interest me. Vanina Delobelle
  • 16. Offers, last minute events and mobile specials I made you the priviledge to come to your store. Please spoil me! It is here and now you need to get me! Vanina Delobelle
  • 17. Price You do not match prices? Do not fool me because I know better. Get me now or lose me! Vanina Delobelle
  • 18. Payment Help me pay quickly. I want to buy. Why do you make it so difficult for me to spend my money? Vanina Delobelle
  • 19. Social and gamification Entertain me! Shopping should not be boring. Vanina Delobelle
  • 20. International And you think that my sister in Europe is that different from me? We are quite the same, we just do it in a different language and we buy different products so understand what localization means. Vanina Delobelle
  • 21. Existing painpoints? Vanina Delobelle
  • 22. Conversion Customers convert less on Mobile but do have a higher AOV. They do not convert less because they do not want to convert but because we do not make it easy for them to do so! We still make a difference between mobile and online, while they do not! Vanina Delobelle
  • 23. Mweb vs Apps Customers do not make such a difference between mweb and apps technology but more about the experience they get. If mweb is as easy to use as the app, they would only use it. Retailers make a difference between what customers can get on the app vs what they can get on the mweb. Result: they can create frustration by the csutomer by providing a limited experience on the app and force them use mweb. Vanina Delobelle
  • 24. …few ideas…for the future… Vanina Delobelle
  • 25. Multi-device use The customer watches TV and sees a product that he likes so he scans the QR to buy it. In the same time his iPad is on the coffee table because he is zapping between multiple activities. Vanina Delobelle
  • 26. Relevancy The customer is walking in the rain when his mobile vibrates and he receives a very relevant offer based on his location, the weather, the urgency and his interests. Get out there! The Sun is waiting for you! Your dream is Bora Bora? We haveoff Embassy 30% this great Suite in Bora one time Bora. Another 10% offer, book it in if you just for you! next 10min! the Vanina Delobelle
  • 27. Mobile video The customer is watching a YouTube video about Italy. At the beginning of the video he is served a contextual commercial about trips to Italy. At the end of the video he is served a link to be able to bid for a trip to Italy. He can also be asked to enter a game. Vanina Delobelle
  • 28. For more conversations… www.vaninadelobelle.com twitter.com/vaninadelobelle www.linkedin.com/in/vaninadelobelle