Headline after headline screams about the coming mobile shopping revolution
Shopping ‘popular activity with mobile phone users’ claims one article, then goes on to say a full 37% of shoppers have bought something on their hand set. Wow! That sounds like a big number. Oh. Lost in the details it is revealed that most of that is music, books, games, DVD downloads and movie tickets.
Mobile Taking Over E-Commerce proclaims another post and goes on to say…” By 2017, smartphones will account for 27% of retail mcommerce sales”. OK. Fine. But if the numbers above are indicative of exactly WHAT consumers purchase with their smartphones – much of that is going to be downloads and tickets.
While this is certainly actionable news for e-commerce sites that focus on downloads and service sites that sell tickets to everything from airlines to concerts…retailers and manufacturers of physical goods should probably put this on the “things to worry about later” list.
While tablets of various types, do and will see continuing growth in ecommerce sales of everything from groceries to tool sheds and brands should ensure they have a shopping friendly platform, I just don’t think the smartphone will revolutionize the sales of clothes or food or even consumer electronics.
That said, the way consumers USE their smartphone in store is something to which we should all be paying attention because How Mobile Is Transforming the Shopping Experience in Stores is actually a big deal.
Maryanne Conlin is CEO of RedRopes Marketing, a consulting firm focused on green and sustainable industries, fresh produce, food, Hispanic marketing and marketing to Moms. See her at ExpoEast Natural Foods Expo in Baltimore, speaking on Social Media for Socially Conscious Brands, September 27, 2013 Connect with her on Twitter @maryanneconlin