This time, an interview with Oliver Stäcker during a short hike to Rigi at 1'800m. Oliver Stäcker, mobile enthusiast, lecturer about mobile marketing and conceptual head of gotomo.
Marc Gasser on the road with the CEO. Away from daily business out in the nature, an inspiring atmosphere for an interview about ecommerce.
From touchpoints to ecosystems
We are all online, everyone has a smartphone and e-mails are checked regularly. Much serves the business. You quickly take a last look at the schedule and make another call while you may be on your way to lunch. You are always reachable. Whether private or for business. You are flexible and always up to date.
To move your business forward, you need to be present at many touchpoints. These arise everywhere that a (potential) customer comes in contact with your company and your employees or your products, services and brands.
UX and design
Start with the look. 57% of all mobile users will not recommend a store if their mobile site is poorly designed or unresponsive (Sweor, 2017) and 48% of customers first searched for the product via mobile then bought it (Google, 2018). Thus, your website must clearly also work on mobile devices. The design should also adapt to other mobile devices (responsive design). Performance optimization, user experience and dedicated mobile channel targeting, e.g. through a website that has many features previously reserved for native apps: a Progressive Web App. The symbiosis of a responsive website and an app. These are the first small steps to success.
Many turn their GPS on daily. Take advantage of this. The e-commerce site tracking features are limited because of device non-portability. However, m-commerce apps can track and identify user locations using GPS technology, Wi-Fi, and more. As a result, M-Commerce apps can provide location-specific content and personalized recommendations. For example, notifications can be sent to local businesses that can offer personalized discounts to specific customers in a particular location.
In case of e-commerce, credit cards are the most common form of payment in Europe. In Switzerland, however, most of it is still paid by bill. Consumers are still afraid to put their credit card numbers on a website. The security features of Mobile Commerce are slightly more extensive. In addition to the regular security measures such as two-factor authentication and multi-level authentication that exist in e-commerce, m-commerce can also offer biometric authentication (via retina scans, face ID or fingerprints).
Know your customer
Also in online shops, you should know your customers. Complex registration in the online store gives you a lot of customer-related data, but complicates the buying process and increases the cancellation rate. Simply registering and signing up for the user account is even more valuable on the mobile and saves a lot of time for the customer. Or use referrers like Google Lens. Google Lens gives you the ability to get details about a photo or choose the "buy in an online store" actions. So the visitor can land directly on your online shop and buy the same product there as in the photo.
It's not a question of age anymore
Of course you also have to keep an eye on your target group for mobile commerce. And do not worry about age. Not only young generations use a smartphone. 42% of people over the age of 65 also own a smartphone that has more than doubled since 2013 (Pew Research Center, 2017). Thus, it is no problem to include older generations. We have even observed that the target group Silversurfers use less desktop computers, but are equipped with the latest smartphones. Our mobility on the internet is already enormous. It helps us a lot, from everywhere, at any time. But what does the future look like?
Make a transfer with a payment slip? This is history for most smartphone users. Younger generations do not even know how to do that. You can do business anywhere they go, as long as they can access the Internet with their smartphones, which make a transaction possible with just a few clicks on the screen. But it's the other way around too. The more convenient the payment, the sooner (potential) customers buy something. We recommend to make the purchase process as easy as possible. This is possible with Snapscan, Google Pay or Apple Pay. But the Chinese chat service provider WeChat is already a few steps ahead. Everything is possible with an app. With WeChat you can even apply for medical appointments or even visas for the USA. But also payment is possible. A simple integration into the shop. Verifications can be done via a PIN or Fingerscan. The future offers you even more touchpoints. Let us develop something together.