The exponential acceleration of technology; the transition to a post-PC world
and the shift from a document-based web to a social and services-based web;
a generation of multitasking and real-time has made everything related to
mobile advance faster. This couldn’t be any different for m-commerce, which is
advancing rapidly.
The quickest answer is to start with what’s already known. If e-commerce is
electronic commerce, purchasing online, then m-commerce is mobile
commerce, purchasing on mobile devices.
However, what’s the difference between the mobile web and the desktop web
other than the device used? And if we understand that the web is the same,
what then is the difference between e-commerce and m-commerce?
The problem is that our eyes are on the device. If we focus only on this, then,
in fact, m-commerce becomes e-commerce done on mobile devices. But
“mobile” isn’t about devices. It’s about the consumer on the move. It’s about a
mobile audience.
Just as mobile marketing is marketing done for consumers on the move, mcommerce is commerce in a mobile context.
When we include the mobile context, we begin to encompass situations such
as:
- The use of mobile coupons to drive traffic to stores
- The use of price comparison apps in-store
- Searches done on the mobile web
- The use of QR Codes at physical locations
- Purchases through apps
Therefore, for a more precise definition, we propose that m-commerce is the
use of mobile tools and tactics both to create a new sales channel and as an
integral part of the user journey in existing sales channels.
Mobile Commerce Tools and Strategies
When we talk about mobile commerce tools, we are referring to the set of
technologies available for interacting with smartphones and tablets and which
can be applied with positive returns to commerce actions.
Tools
Applications
Development of applications (apps) for use on the various available platforms
— iOS, Android, Windows Phone, Blackberry — with the objective of driving
sales from the app itself or in-store.
Mobile Websites
Development of websites adapted to the mobile environment with the objective
of driving sales from the website itself or in-store.
Important: Just because we can browse the web via smartphones doesn’t
mean that a standard website is useful for a consumer on the go.
It’s important to remember that there is no such thing as a mobile web. There
is only the web accessed by consumers “on the go,” through devices with
smaller screens and in a variety of contexts. A standard website will offer a
poor user experience and low conversion rates. Well-adapted adaptation to the
mobile environment will improve the experience, generating better results.
Interactive SMS
The use of SMS messages, both in push format (SMS marketing to a registered
user base) and in pull format (using a call-to-action to initiate interaction with
the consumer), are an efficient tool for driving traffic to stores and informing
about promotions and offers. The use of SMS must comply with local and
carrier regulations.
Push Notifications
These are notifications generated from mobile applications and that appear on
smartphone screens. Notifications have effectively replaced the use of email
marketing and SMS as a form of push communication.
This happens because: - They are delivered to a consumer who has already expressed a desire
to interact with the brand (by downloading the app and authorizing the
receipt of alerts) - They can be adjusted according to user preferences
- They can also be adjusted according to the context, location and time to
ensure greater relevance
Mobile Coupons
Primarily using SMS as a delivery method, they can also be delivered via push
notifications.
Mobile coupons have a high conversion rate because they are permanently
with the consumer, on their cell phone.
Geofencing
Geofencing is the definition of a perimeter around a commercial establishment,
where any consumer within this perimeter can receive commercial or
promotional messages aimed at driving traffic to the store.
These messages can be sent via: - Apps
- SMS
- USSD (a carrier-specific protocol)
Consumer identification and location can be achieved through: - GPS (in the app)
- The carrier’s network
Example: A consumer passes by a coffee shop and receives a discount coupon
for that coffee shop.
Recognition via Social
The use of QR Codes and Image recognition are ways to provide more
information to consumers, improving their shopping experience and even
enabling purchases based on this interaction.
Tactics
Marketing Based on Store Visits
When consumers enter a store, they can receive benefits for: - Having the app on their smartphone
- Having a mobile coupon
- Scanning a QR Code
- Simply being close to the store (geofencing)
Goal: Use the smartphone to generate in-store sales.
Messaging Strategies
SMS and push notifications both messaging strategies are included with the
aims to drive immediate sales through offers and promotions. And when the
consumers are ready to purchase, the retailer is prioritized.
High residual recall rate: Most smartphone messages are saved for a more
opportune moment instead of being deleted.
Promotional Actions Linked to Store Location - Geofencing leverages location as consumer context.
- Not everyone in the area is there to buy, so message refinement is key:
o Pre-obtaining opt-ins
o Using location to respond to impulsive behaviors
Loyalty Initiatives - Downloading an app expresses a consumer’s strong connection to the
brand. - The brand gains permanent presence on the user’s smartphone.
- Treat the app like a loyalty card:
o Use it for rewards and engagement
o Treat app reviews as customer service issues
The Mobile Commerce Journey
Mobile commerce can serve as:
- A new sales channel
- A new part of existing channels, with the aim of increasing sales
Thus, we have two distinct paths:
- Real World (In-Store Actions)
- Digital Journey
Mobile vs. PC: A Key Distinction
Mobile is: - The link between digital and real
- The connector between moments in a sales story
- Present beyond just the moment of financial transaction
- A tool to ensure efficiency and low friction in brand-consumer interactions
M-Commerce in the Real World: “In-Store”
Consumers are entering stores equipped to disrupt traditional purchase
processes.
Mobile Disruption Across All Purchase Stages:
- Need Recognition
- Search for Information
- Evaluation of Alternatives
- Purchase
- After-Sales
Smartphone use can intervene at any stage.
Examples:
- Messaging strategies (push notifications, SMS) and mobile coupons aim
to influence Stage 1. - Stages 2, 3, and 4 can now happen within the store, at the same moment.
- Consumers rely less on salespeople and more on:
o Friends
o Review websites
o Information from the stores themselves
Competitors: - Apps most used by in-store consumers:
o Amazon
o Google
o Red Laser (code reader and price comparison)
o eBay
Where are the retailers?
Retailers must integrate mobile into the in-store experience to: - Drive sales
- Increase loyalty
- Gain insight into consumer behavior at the point of sale
M-Commerce: The Digital Journey
Mobile and PCs are both part of a single digital universe, but they differ from
another and therefore needs different planning.
Key Differences:
- Device Types:
- Tablets:
o “Lean-back” devices
o Designed for experience, engagement, and contemplation - Smartphones:
o “Lean-forward” tools
o Designed for action, utility, and decision-making
o Primarily used during moments of need
- Platforms:
- Apps vs. Web (Mobile Sites)
o Mobile web: Place of discovery via search
o Mobile apps: Indicate trust and interest
Mobile Web Behavior: - Main entry point: Search
- Main interface: Search
- Used when:
o Seeking general information
o Searching without specific objectives (e.g., looking for a type of
restaurant, not a specific one)
Mobile search rankings are critical — even more so than on PCs.
Mobile App Behavior: - Downloading an app is a trust signal
- The app should:
o Serve as a sales platform
o Function as a loyalty program
o Offer features that build retention
o Be useful inside your store—or a competitor’s
