Several Rocketeers are on-site at the National Retail Federation’s Annual Convention and Expo to offer mobile expertise within the Commerce@Ogilvy exhibit. Launched in 2012, Commerce@Ogilvy’s mission is to design consumer-centric shopping experiences for brands across multiple channels anywhere, anytime. As Commerce@Ogilvy explains, there are three components of Continuous Commerce™:
Omnichannel: Continuity for the brand and the consumer across multiple channels, devices and locations to enable sales anytime, anywhere.
Relationship: Whether new to the brand or a loyal advocate, continually tailored to the individual.
Customer Experience: An experience that will delight across every touchpoint.
Let’s break these components down as they relate to mobile:
Perhaps we are biased, but we could suggest that mobile is the most important channel of all. The smartphone, or perhaps we should call it the personal computer that we keep in our pocket, is really a touchpoint for all of the channels we consider when talking about Continuous Commerce. On the smartphone, you have phone, text, email, web, social media, applications and video all available at your fingertips (literally). If you consider a customer’s shopping journey from start to finish, each touchpoint can be experienced on your mobile device.
Let’s face it, shopping is personal and it doesn’t get more personal than being able to reach your customer anytime, anywhere on the device they hold closest to them (literally). Getting to know each of your customers personally is the easiest way to increase brand loyalty. Listen to what they want, where they want it, how they want it and even how they want to pay for it…and then, give it to them.
The user experience is hands down the most important aspect to think about when you are talking about anything in commerce. As it relates to mobile, you should focus on the user above everything else. If a mobile experience does not delight your customers, they won’t come back. When you create something that is absolutely magical, you will not only land a loyal customer, but also gain a true brand ambassador (if they love the experience, they WILL share it with their friends, family and social community).
Mobile is the key to commerce. If you build it right, they will come back again and again.
To learn more about Commerce@Ogilvy, visit their website.
To talk to a Rocketeer about our experience in commerce, visit our contact page!