For many retailers, there is no hotter word right now than mobile commerce. Many big name companies have already launched mobile sites and features for their brand and the buzz may entice smaller businesses to quickly jump on the mobile bandwagon. However, before even putting together a mobile strategy, there are several factors to consider.

Set Your Goals

Mobile commerce should generate revenue either directly by allowing customers to purchase items or indirectly by creating a positive experience for consumers. A mobile presence can engage consumers and provide valuable information with a simple and unique design. Before deciding to move forward with mobile commerce, retailers have to clearly define what they hope to get out of it.

While many retailers are going mobile or developing a mobile strategy, others are simply choosing the “do nothing” approach. Mobile commerce is still in its infancy and the value of a mobile presence is still uncertain. While the number of mobile consumers is small it’s growing fast. According to ATG Commerce, “27% of all consumers used their mobiles to browse and research products at least four times over a 12 month period. For the 18-34 age group, this figure is 41%“. Potential buyers seem to be testing mobile commerce and if a company is willing to give mobile the time and resources required, their business could be at the forefront of a booming trend.

Website or Application?

Once a company sets their goals for going mobile, they’ll have a better idea of what approach to take. Retailers can create a mobile presence two different ways: optimizing the retailers site for mobile devices or creating a mobile application or “app“. The best option depends on the retailer’s goals for going mobile. Apps may be best if a company wants to create interactive features and keep loyal customers happy. However, a mobile website is a simpler design that could attract more potential buyers. Here are a few things to consider before deciding on which direction to go.

Not All Phones Are Created Equal

Once a business decides to go mobile with either a site or an app, the next and most complex step is the design. Retailers need to target the right devices and highlight the most important features in a simple and attractive way. A mobile site or app has to have a balance of providing enough information to satisfy consumers without overwhelming the connection. Mobile devices are still evolving and nothing will turn a potential buyer away faster than an overly-complicated or slow running site/feature. A simple layout with large text and easy-to-touch links and buttons will provide the best experience for consumers and regularly updated information will keep them coming back for more.

Conclusion

Going mobile is complicated business for any retailer. However, many leading retailers believe mobile commerce may be on the verge of taking over. Retailers that start planning now will most likely be the first to attract loyal, tech-savvy customers. Ryan Peterson, mobile strategist for Ubermind puts it best: “If nothing else, look ahead two years and assume everyone you care about – customers, suppliers, and employees – will have a powerful, always-connected, GPS-enabled mobile computer in their pocket… plan accordingly.”