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Mobile Commerce: Who's Doing It Best & Why

Posted on 12.15.2015

With 81 percent of U.S. smartphone and tablet users reporting to have shopped online using these devices (according to new data from Episerver), brands without a mobile commerce strategy are set to fall behind...way behind.

With mobile consumers' expectations at an all-time high, however, it's not enough to simply set and forget a mobile or responsive site. The retailers leading the way in mobile commerce are those that provide personalization elements, relevant content, local brick-and-mortar integrations and more. This is because consumers expect (at minimum), according to Episever:

>Access to reviews (54 percent)
>Easy and direct customer support (38 percent)
>Wishlist functionality (27 percent)
> Adaption of screen size (38 percent)
>Location-based functions or map (35 percent)
>Personalization (1 in 5) 

When looking at how U.S. retailers are performing in these areas and others, Episerver names Apple's mobile site as the best one in retail. While this may come as a surprise to professionals following Apple's previous reluctance to make the switch to a dedicated mobile site or one responsively designed, Apple's site now provides easy navigation, strong search capabilities, subtle animation and other features improving the user experience, according to Episerver's, "U.S. Retail Website Benchmark 2015" report. 

Another noteworthy update to Apple's mobile site is its blend of commerce and content. On the Apple Watch landing page, for example, the company provides beautiful product imagery, detailed product descriptions and links to content (videos, "learn more" type articles and "guided tours). As a user swipes, a static "buy" button reminds them to move through to purchase. 

To provide an omnichannel experience, one of Episerver's top recommendations is to invest in content, similar to how Apple has done. The report reads, "By incorporating genuinely helpful content such as recipe suggestions, how-to videos and user guides, marketers not only maintain the interest of potential prospects, but can also encourage additional purchases throughout the process."

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