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The Impact of Mobile Commerce on CRM

According to Forrester Research more than 50 percent of consumers plan to increase mobile spending during this year.  Instead of window shopping and using sales assistants, the mobile consumer will be using their smartphone as their daily retail therapy. So what does this mean for businesses that are faced with a consumer environment that is “always-on?”

With such a significant increase in the use of mobile devices it means that businesses and retailers will be required to change their platforms.  It also means that retailers will need to revise their strategies in order to reach the consumer through mobile customer relationship management.

Understanding mobile commerce is the first step toward transitioning to customer services for the “always on” environment.  If you can successfully weave mobile strategies into your existing commerce methods the two concepts should complement one another and provide better value to the consumer.

When mobile commerce is treated as a separate entity to existing CRM methods it is not as effective if it does not integrate with your other strategies for reaching the consumer.  Here are a few tips on how to deal with the impact that mobile commerce has had on CRM:

Use Retailer Location Apps


Many retailers are catching on to the advantages of location-based apps that help consumers to find your store location.  You can integrate location-based services effectively by adding incentives such as coupons that encourage the customer to visit your retail location.

Provide Access to Price Comparisons and Product Availability

Once you attract the customer to your retail location provide apps that allow the customer to check product availability and product information.  You can also make this app available online to help customers determine product availability before they decide to visit your retail location.

Price comparison apps can also be a plus to help customers compare prices while they are in your store.  If you have a policy in place for matching prices this allows the consumer to bargain for a lower price as opposed to leaving your store.

Use Mobile CRM Apps


There is a host of customer relationship management apps that allow you to provide better customer service via mobile devices.  These are apps that encourage the customer to download an app in exchange for a coupon they can use at your retail location.  Once the app is downloaded you can provide mobile customer service via email or other channel.  This makes it easier to follow up with your customers, send them special promotions and reminders, and use creative methods for encouraging the customer to visit your store.

Create a Mobile Version of Your Website


Mobile websites are used in conjunction with your full website to provide a user-friendly experience for the mobile consumer.  Since the screens are so small on mobile devices a mobile website allows your customers to easily find what they are looking for and share links with other mobile users.  If you sell an inventory of different products you can use the thumbnail image of the product on your mobile website with an option to link to the full-sized image on your regular website.

Mobile websites are designed with the essential components that your customers need.  The other less important information is omitted with the option to find it on your full website.  This is what makes mobile websites a must when reaching out to the mobile consumer.

Keep checking back with us at Thrive Networks for more helpful computing tips and assistance.  To learn more about other ways we can assist you contact us today!