Customers expect mobile commerce experiences to meet their needs for immediacy, location awareness, and personalized, relevant information. They want a seamless experience across devices with predictive features, easy payment options, and gamification. Retailers need to improve mobile conversion rates by providing parity between mobile web and app experiences. The future may include more contextual, multi-device interactions through video, location-based offers, and real-time gamification.

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
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www.linkedin.com/in/vaninadelobelle