As soon as the modern desktop and the internet exploded, people didn’t think buying merchandise online would work. I mean, who would buy shoes online in the early 2000s? Not too long ago, a traditional shopper would argue that buying stuff online lacks the in-store shopping experience.  Buying online isn’t the same experience of browsing or speaking to a sales associate or trying on the shoes, right? Boy, have things changed since then.

Flipping the Mobile Coin

Now we’ve come to a point where mobile commerce is becoming normalized. We have already reached the tipping point when it comes to mobile traffic.  According to a report by Verve, Mobile-powered devices are so important, Millenials and Generation Z consider their smartphones more important than wallets!

However, mobile is twofold. Although mobile sites and apps attribute to the majority of our time and traffic, ultimately, we’re still not converting via mobile commerce. Many sources claim that around 30% of transactions are powered by mobile devices. So why is the other 60% of mobile commerce users dropping off the funnel so quickly?

Part of the Mobile Commerce Equation Is Omnichannel

In this constantly connected world, the linear approach to purchase no longer exists. A consumer’s path to purchase is often random and inconsistent. Thus, it’s essential for brands to understand the real impact of each marketing channel centering mobile first.

Ringling Bros. and Barnum & Bailey Circus found that 65% of their website traffic came from mobile and tablet and that a big portion of their ticket transactions came from spontaneous decisions. To better understand their customers, they implemented an omnichannel approach and sorted a single unified view of their user. They learned that moms, their main target audience, first engaged with them on mobile.  However, they delayed the actual purchase until later at home on another device.

mobile commerce

Based on this insight, their strategy and mobile investments shifted. By measuring and investing in the right mobile commerce solution, Ringling saw a 262% rise in cross-device conversions and a 30% increase ticket sales. By using omnichannel, multi-touch measurement, Ringling Bros. and Barnum & Bailey Circus converted higher and truly proved mobile commerce as a master sales tool to boost ROI.

Ready to accelerate your mobile commerce initiatives? Check out our brief below on m-commerce.

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