Mobile Glues Together Multi Channel Retailing

Here are my key points from Fraser Davidson Javelin Group and Vic Watson Mothercare – Mobile Glues Together Multi Channel Retailing.

  • There will be more people accessing the web via mobile than desktop by 2013/14.
  • Know your customers – different demographics.
  • Use Analytics, product search results etc, and establish priorities
  • 3 ways to do mobile:
    • Platform – dedicated mobile ecommerce system
    • API – take a mobile tool and build a front end
    • Proxy – the current website on a mobile device
  • An app is ideal if you want to make use of the device’s native capabilities such as location or the camera.
  • Measure results:
    • What are people doing on site?
    • What improvements need to be made?
    • Identify trends
    • Are people buying or researching?
  • Mothercare sees 25-30% of traffic from mobile devices
  • 10%  of revenue is from tablets.
  • Fast moving consumer goods such as nappies and wipes sell best.
  • Bigger goods ordered online via “classic” website.
  • Early learning Centre is larger goods, that are researched more.
  • 80% of mums (presumably customers) check reviews.
  • 72% of mums (presumably customers) look for vouchers.
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