Direct Line Blog

M-commerce: What does your ideal site look like?

Share this article:
Juan Martinez, senior editor, Direct Marketing News
Juan Martinez, senior editor, Direct Marketing News

In researching my m-commerce feature (scheduled for publication in the April e-commerce-themed issue), I came across several interesting debates.

For example, several of the multichannel retailers with whom I spoke discussed a hesitance to develop apps specifically geared toward commerce. One of the retailers cited data that suggests consumers only open apps once and then discard them or never use them again. Another retailer claimed apps weren't commerce drivers but could serve to enhance content after purchases had already been made. The opposition camp swears by commerce-driven apps and has built unique versions for iPhone, iPad and Android devices.   

Another interesting topic revolves around whether brands need to build separate sites for mobile commerce or whether optimizing their e-commerce sites for mobile devices is perfectly fine. Some of the retailers with whom I spoke said building separate sites is costly and requires unnecessary upkeep (and oftentimes requires several technology partnerships). However, others swore that a site built specifically for each device provides the best user experience and will ultimately reward consumers for their visits.

Perhaps the most interesting debate centered on whether brands should build consistent experiences across all channels. Should your mobile site look and feel like your mobile apps? Should your apps resemble your e-commerce site? Most retailers seem to feel that a differentiated approach allows them to take full advantage of the specific features available on each device (larger format on tablets, for example). However, others think a seamless experience enables consumers to feel comfortable navigating each platform, as opposed to having to relearn how to use each channel upon each visit.

What do you think?

Can apps drive commerce?

Should mobile sites be built specifically for each device?

Should experiences remain consistent across channels?

Share this article:
close

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:


Company of the week

Data Services, Inc. meets the needs of today's data-driven marketer by providing front-end database management and data analytics platforms alongside our expertise in global contact data quality, database building and ongoing maintenance that comes with our 45+ years in business.


Find out more here »

More in Direct Line Blog

My Plan to Replace the Postal Service's Truck Fleet

My Plan to Replace the Postal Service's Truck ...

The Postal Service uses its aging fleet as an object of pity. Why not deploy it as a revenue-generating media vehicle instead?

Social Is a Key Part of 24 Hour Fitness' Lead Gen. Regimen

Social Is a Key Part of 24 Hour ...

Peer-to-peer referrals produce healthy conversion rates.

Not Every Small Business Prioritizes Marketing

Not Every Small Business Prioritizes Marketing

Whether or not it's to their detriment, some companies simply aren't interested in marketing, and probably never will be.