Mobile Innovation - The Next Step in Multichannel Commerce
Using proprietary data, this report will take a first-hand look at how brands are approaching the opportunities and challenges of mobile into 2016. It will show how those businesses are investing in order to develop the mobile capabilities that will have the biggest impact on customer experiences and conversions. The report will also discuss how businesses are managing the organisational and technological challenges inherent to the mobile shopping paradigm. Finally, it will touch on how mobile acts as the glue that holds together multichannel customer experiences, and how organisations are using mobile to improve those experiences.
2015 was another year of major mobile disruption, as smartphones and tablets further entrenched themselves as key components of the modern multichannel shopping paradigm. Mobile is an increasingly important revenue channel for retailers, as evidenced by research from Forrester Research that indicates mobile commerce is expected to nearly double by 2018, surpassing $130 billion. According to Forrester, mobile would then represent 54% of all e-commerce revenue (US eCommerce Forecast: 2013 to 2018, Forrester Research). But the power of mobile to influence the shopping experience extends far beyond the ability for consumers to make purchases on smartphones and tablets.