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MOBILE 19


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CARPHONE WAREHOUSE INTEGRATES MOBILE CHECKOUT


uilding on the success of enabling sales using the Simply Tap instant mobile checkout functionality from The Mobile Money Network (MMN) on its e-commerce site, CPW is now enabling products sales on its m-commerce site and instore.


In a retailer fi rst, ‘Simply Tap’ buttons on the CPW m-commerce site will enable CPW customers to drop products straight into the instant mobile checkout at the push of a button, and make a purchase instantly.


Instore posters will feature new Apple accessories and shoppers will be able to


scan the related quick response (QR) code through the Simply Tap app to buy the product. These posters will allow shoppers to instantly purchase these products in CPW’s top 100 stores, regardless of whether they are stocked there, with the option to have them delivered to their home address. In another fi rst, at the end of April MMN released a CPW branded, Simply Tap-powered instant mobile checkout application for iPhone and Android. This launched a new initiative to get Simply Tap instant mobile checkout capabilities integrated into retailer, bank and media owners’ branded apps.


“As a retailer, we need to embrace new technology and understand the new ways that our customers are choosing to shop. Our customer base is obviously mobile savvy and used to apps – we need to allow them to buy from us the way they want to,” stated Andrew Harrison, Carphone Warehouse chief executive.


“Access to products regardless of stock


instore, buying on the move through the mobile device and using their mobile to make it easier to check out online are all key. MMN’s technology allows us to realise our multichannel potential and improve sales conversion in all our channels.”


M-COMMERCE DEMAND GROWS


The fi ndings of a recent consumer survey have highlighted the importance of multichannel and data management strategies for retailers to deliver on m- commerce.


Sports retailer SportScheck is bringing its offerings to mobile devices and simplifying product searches on smart phones via Intershop’s Mobile Connector. SportScheck already deploys Enfi nity Suite for its online store. Using special interfaces, the packaged software supports both native applications and mobile web applications to support all mobile devices. “We are increasingly using the mobile web as a link between the sales channels, allowing it to become a mobile store,” said Jari Kral, head of e-commerce and new media at SportScheck.


The 2012 study, which revisits the 2011 UK consumer retail survey carried out by Red Shift Research on behalf of information management system vendor Stibo Systems, found that it is more crucial than ever for retailers to implement a robust multichannel and data management strategy to underpin their offerings, in order to ensure customer satisfaction. It revealed that, in 2011, 30% of respondents reported using a mobile device for shopping, whereas in 2012, this had risen to 40% of respondents. Over three quarters (78%) of the 2,000 respondents said they had used their smartphones or tablets to not only browse products but also to review them online before purchasing, as compared to 60% in 2011.


At the same time that the adoption of mobile devices for online shopping activity has increased, the level of consumer satisfaction has decreased, with only 25% of consumers surveyed stating that they are satisfi ed with their mobile retail experience, a 2% drop from 2011. The reduction in the number of


consumers rating their mobile shopping experiences as ‘excellent’ is evidence that m-commerce is no longer a practice limited to early adopters, according to Mark Thorpe, UK managing director at Stibo Systems. “Retailers need to ensure that managing master data is at the heart of their multichannel strategy for 2012; as the survey points out, consistent product information is something that consumers look for when shopping, whichever the channel.” Security concerns with regards to m-commerce also increased, with 42% of consumers in 2012 citing security concerns as a barrier to m-commerce, as compared to 36% in 2011.


MAY/JUNE 2012 RETAIL TECHNOLOGY


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