Making it easy for customers to buy

What are the key things you need to do in order to take advantage of those customers that not only shop via mobile, but also swap between devices?

94% of marketers say that customer experience is the number one priority, and 40% of retail and trade supplies customers start and end their purchases on different devices.

The good news is that this doesn’t have to be an operational headache. Following the steps below will get you ahead of the competition and give you competitive strength.

1. Comprehensive – but simple. Don’t view mobile as a “lite” version of your e-commerce, make sure your customers can access the same features and item information, as well as the order process, on mobile. Accessing their account information should be as comprehensive as the desktop experience, but the number of clicks should be reduced and screen layouts simplified.

2. Remember. Your customers are always on the go, on site, in the car, running around from one place to the other. You can make their lives easier by making sure your system remembers what’s in their basket across multiple devices and sessions. You should also plan to promote products they have purchased before to increase basket size and to add value to the customer.

3. Real time availability. Providing that comprehensive picture means real time availability is crucial, your customers are making promises to their customers, and you don’t want to be the reason they let them down. It is essential to make sure you have what they need, when they need it.

4. One touch payments. Your customers are likely to be in a hurry, providing access to one touch payments, such as PayPal, makes it easy and fast for them to place the order.