Posted by: Verónica Maya
M-COMMERCE is all the rage these days and we don’t think it’s a fad. With the growth of smart devices, mobile offers so much more to consumers than just texting, emailing and facebooking – oh and I suppose calling should be included in that list – consumers are now able to view your collections, like your collections and buy your collections. As a designer or retailer, your consumers are buying via mobile channels, so if you’re not present then it’s time to start getting behind mobile and start taking advantage of the reach and sales it has to offer.
In today’s post, we bring to you 6 key suggestions to keep in mind during the development and life span of your channel extension into the world of M-COMMERCE.
1. Your Consumer Is The Center Of Your Universe
And if they aren’t, then they should be. First things first, you need to get to know your fans and consumers. Get informed about their style, their favourite brands, when and where they make their fashion purchases. These insights not only enable you to create a personalized service that satisfies their particular needs but will help convert fans into consumers. The research process is an ongoing process which can be further facilitated by M-COMMERCE. Gather, use, rinse, repeat.
We can learn a lot from the m-shopper’s purchasing habits and see which products our users prefer and get instant feedback about their user experience by using simple evaluation tools (along the lines of Apple’s star system). Additionally it enables you to create loyalty programs and measure ROI in real time. Now that is what we call efficiency.
2. Differentiate Yourself From The Competition.
You have to offer something new while ensuring staying true to your brand identity. After all this isn’t just another day at the mall, this is your brand’s ultimate mobile fashion experience aimed to offer the same experience and service aligned with your brand’s values but digitally, meaning 24/7/365. Get creative.
A great example of originality and functionality is Stella McCartney’s app which goes beyond providing a typical digital magazine, but rather it mixes it up with videos, games and shoppable images offering a dynamic shopping experience.
Another innovative example is “AIX Armani Exchange Viodemix’s app“, which enables us to create our own runway show complete with our own fashion designs that you can share on your social networks.
3. Shout It From The Rooftops.
The goal is to get the word out that you have gone mobile. In order to get your m-commerce app recognized, leverage your fan. For example you can start a a competition to get your customers working for you. Don’t forget to make it easy to access your app by adding links and information about your new app via other channels of communication, including social networks, web site, stores and newsletters. Without solid communication your m-commerce will be slow moving.
An example of effective M-COMMERCE app communication is the Net-A-Porter campaign.
On Net-A-Porter’s mobile website they advise you to download their app…
… And if you enter using your PC, they have a section which informs you about their m-commerce applications …
… And in their social media networks … consumers can share the Net-A-Porter app via Facebook, Twitter and email. Genius.
Create a unique 360 degree experience. Using M-COMMERCE applications such as QR codes or GPS will facilitate the union.
In store you can offer QR coupons or advertisements which offer more info about the product.
With smartphones or tablets you have the ability to push your consumer to your store or to your app, with GPS features the opportunities are endless.
These features offer pop up notifications so that after downloading the app users can choose to receive pop up messages. Meanwhile with geo-fencing, we can find out where the user is at any moment in order to keep them updated on the purchasing possibilities that are nearest to them at any precise moment.
5. See It. Want It. Now.
It’s all about how you showcase. The screen for mobile devices are significantly smaller than a PC, so be creative in how you use the space. Less text and more images is key. We recommend using the mobile space to beautifully highlight your products. Remember the saying, an image is worth a million words.
6. Click And Buy.
You have to make sure your fashion consumer can get informed and make purchases seamlessly. The ease of use is the most important especially when it comes to check out.
As is the case with e-commerce, M-COMMERCE is one of the few sectors that is growing. So what are you waiting for? Get Mobile.