At this stage of the mobile game, simply repurposing your eCom site for mobile is just a bad option, usually done because a brand doesn’t take mobile seriously or the eCom 3rd party company you are using has serious limitations to really go mobile.
A common notion (pushed by Adobe!) is the idea of responsive design, which is really just a code word for proxy or scraping technology. Nothing new here- just move along. Your customer, however, expects much more.
Retailers are increasingly dipping their toes in mobile commerce and many are turning to simple technologies such as responsive design to quickly repurpose their ecommerce sites. However, that is no longer enough, nor effective.
Instead of copying and pasting an ecommerce site into a mobile site, marketers need to figure out what key features are needed to drive engagement, as well as sales. For example, functionality such as store locators and search is essential in a mobile commerce-enabled site.
“There are methods to get started in mobile commerce that include WAP, scraping, proxy or responsive design that accomplish a viewable mobile experience at the barest minimum,” said Marci Troutman, CEO of SiteMinis, Atlanta.
“Highlighting these options with HTML5, which works on only the smarter phones properly, can help enhance the bare minimum experience but the process does not take into account the true mobile experience,” she said.
“Mobile is so much more than just showing what is on the PC to a consumer – the touchpoints that can enhance and benefit brands across every vertical within a company are not being used yet in strategies.”
Mobile building blocks
Mobile lets marketers engage with consumers in a personal way.
The medium is an effective one-on-one tool where retailers can learn more about their customers and come up with ways to better reach them.
When developing a mobile site, it is imperative that retailers do not just take modules that have been put together for a specific screen size and realign things to fit into a mobile device’s small screen.
Mobile provides marketers with a limited real estate that they can work with.
Therefore, developing a mobile site from the ground up is essential. By doing so, marketers are able to see which features take top priority.
“Gaining a handle on strategy for a full 360-degree marketing program across every vertical in companies will continue to evolve as brands realize just how powerful this medium can be and if thought out, how much more their consumers will start to engage,” Ms. Troutman said.
“Marketers should take into account their full print, media, social and digital ad calendars to engage an experience that doesn’t just land a consumer on a home page for mobile but reaches far beyond that simple touch point to activate a complete engagement with the brand,” she said.
“The mobile Web will become a better engagement as apps are reverse engineered for the mainstream.”