6 Tips to Ensure a Smooth and Sustainable Transition into the World of M-Commerce

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

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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.

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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.

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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.

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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…

APP NETA A PORTER

… And if you enter using your PC, they have a section which informs you about their m-commerce applications …

net a porter web

… And in their social media networks … consumers can share the Net-A-Porter app via Facebook, Twitter and email. Genius.

untitled4. Link Your M-Commerce To Your Store

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.

pantalones-vaqueros-codigo-qr-L-q8IUWl (1) QR discount

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.

m-commerce alert

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.

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6. Click And Buy.

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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.

M-Commerce: A Step Beyond E-Commerce

Posted by: Verónica Maya

Most of us have at some point or other done online shopping or taken a look at the latest trends on their tablet or smartphone. What you may not know is that shopping online for clothes and accessories is in the top 10 most popular categories of mobile shopping. This way of shopping is an ideal tool in the fashion industry as it creates a place where you can find retailers, designers and fashion consumers all under one roof. 

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How does this type of shopping differ from e-commerce?

As mentioned last week, the power of e-commerce has changed the retail sector massively by offering us with fine-tuned search tools and practical solutions for every occasion. However m-commerce goes beyond this by offering the e-commerce experience from anywhere and at literally any time.

What benefits can m-commerce technology bring to retail?

  1. A boost in sales. 20% of online traffic to retailers comes from mobiles.
  2. Increased awareness. Increasing your online presence and attracting new    potential clients.
  3. Engagement. Consumers spend 82 minutes a day on their Smart phones. That is 29,930 minutes a year that you could be using to chat personally with your consumer

It’s a much more convenient way of shopping, as long as the company using the technology is able to adapt and take advantage of the possibilities that m-commerce has to offer.

For example, Burberry is an innovative company and was one of the first of its kind to offer m-commerce with their app for iPhone and Android which has a “click to buy” and store locator service so customers can find their nearest Burberry store wherever they are. Don’t you just love the idea of bringing clients to your store via their mobiles?

Burberry Retail Theatre

Burberry went even further by creating their ‘Retail Theatre’ app especially for London Fashion Week. This iPad app invited customers to look at the luxury brand’s collection for SS11 live on the runways. The app also enabled customers to make real time purchases from the comfort of their home or wherever they happened to be using the app.

Another fine example is the All-American ready-to-wear brand Ralph Lauren. Their app not only allows you to purchase dresses but also to try them before buying using their virtual dressing room app4 stars from the App Store

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But if you want to start off little by little, how about starting by offering a single campaign like Net-a-porter did? For the launch of the low cost line by Karl Lagerfeld Net-A-Porter created an iPhone application complete with games and competitions with prizes of up to £1000 and the possibility for additional content. For the more creatives out there, they also had an app for creating a ‘Karl-ified’ look which was then uploaded to the website so Karl himself could vote for his favourite from the selection of ‘Karl-ified’ looks. 

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The campaign was a huge success and many pieces from the collection quickly became a sellout. The app also provided the label with publicity as it appeared in features for magazines like Vogue.

Finally, we all know the fast fashion brand Zara but do you know about their smart phone app? Zara is a great example of m-commerce and mobile shopping. Their app offers their lookbook as well as an m-commerce shop.

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These apps are a great temptation for all fashion lovers and m-commerce seems to be becoming more than just a trend, but almost a way of life for fashion commerce. If you aren’t already on it, we highly suggest a move to the mobile side of retailing.