[MUSIC] Hi, according to Forrester, dramatic performance improvement in mobile communication standards have propelled mobile to become the fastest adopted technology of all times. User costs have plummeted. Mobile infrastructure costs have fallen dramatically, while performance has soared. Mobile data-transmission speed has skyrocketed. And mobile is connecting and empowering consumers everywhere. Especially valuable to emerging markets consumers like China and India. Consumers expect that mobile will continue to improve and transform their lives, delivering a broader range of services. Currently, there are more mobile phones than personal computers in the world. By the end of 2016, Forrester predicts that 4.8 billion individuals globally will use a mobile phone. Smart phone subscribers will represent 46% of the global population. In the US, more than 30% of the sales are expected to have a mobile cross channel component. However, actually 70% of customers fail to complete their multi-transactions on check out via mobile websites. Yet, usage continues to increase. According to [INAUDIBLE] article on [INAUDIBLE] mobile shopping meets, understanding what matters in mobile is critical, and is less what shoppers really want than many retailers think. Retailer's mobile strategy should be consumer focused. They should ask them what they really want. And what the consumer wants are clean, mobile-optimized sites with easy-to-read pages that load quickly, easy-to-use shopping carts and smooth check-outs. Additional functionality can help differentiate but none of that matters unless companies take care of it basics. Marketing sale research debunks several myths about what companies thinks consumers value most in a mobile shopping. Number 1, the app is the answer. Customers prefer to use modern sites rather than apps. The second one, the difference between good and great on mobile is cool features. No, basic functionality is far more important. The three most important functionalities are a smooth check-out, the easy of adding and dropping items from a basket on the site application. The third myth, showrooming is a show-stopper. Many retailers fear that shoppers will visit the stores in person to see problems, and then purchase at other stores or online at lower prices. However, they should worry less because most people end up buying from the retailer. That means that while price is important, in store experience and convenience continue to play major roles in purchasing decision. Another myth, the main value of digitalization is driving self-service. 60% of mobile shoppers believe that sales assistant with digital tools can help them find products and explain options and future, and order out of stock items, enhancing their shopping experience. Thus, we should build a responsive, commerce focus mobile website that provides basic services that customer ask for. Apps development. Also, all digital channels might share the same many infrastructure and commerce requires different approaches. According to another McKenzie report, there are four critical areas that companies seeking to tap into their mobile revolution need to consider. 1. Reach: Tap into the uniqueness of Mobile-First consumers. Mobile channel buyers have distinctive demographics yet regardless of their age, gender, or life circumstances, they seem to be turning away from the stores and online retailing. Increasingly can only be reached through this metaphor. For example, off-line and in-store marketing multi-race only 72% of mobile purchases get mobile adds and promotions influence 3 out of 4 of the mobile purchases. The second one, critical area is curate. Trigger impulse purchases through well-crafted offers. Since it is harder to compare products and study details on a phone small screen, mobile shoppers deliberate less when making purchasing decisions, so they are more impulse driven than by product features or price. They want quick satisfaction. And having a big assortment is not essential to these buyers. A third area is to entertain. Make shopping fun and easy, not just cheap. Mobile buyers play stake greatest value on intuitively easy navigation and convenience shopping experiences. There is no need to offer so much information. However, quick delivery is essential, particularly in grocery and stables. And the fourth and last one is lock in. Capture the loyalty of mobile shoppers early. Mobile consumers are more likely to go directly to a retailer's site or app than to use a search engine. Thus, there is a significant opportunity for retailers to lock in customers. Multiple tactics can be used to drive repeat visits, connecting the mobile shopping to physical store. Ghoster was building a real omni channel experience and locking customers in. What successful retailers will need to do to succeed? We will discover it in the last session. [MUSIC]
