Real Time Communications Featured Article

Mobile Devices: The Golden Ticket for Holiday Shopping 2014

November 24, 2014

In some crazy way, 2014 has already blown past us and is soon coming to an end. While many in the industry will start to look over the trends and innovations shaping the year, one hot topic that is perhaps having its best moment as we speak is mobile shopping.

Mobile devices have been around for some time now, and just about everyone has one and is using one – but the way we use mobile devices continues to change. Thanks to better security, strong networks and new technologies we’re now using our mobile devices to do more than keep in touch or browse the Web while on the go.

IBM is predicting the upcoming holiday shopping season will be driven by mobile users who are shopping and buying from their devices.

Who really wants to sit out in the cold in a line of cranky people in hopes of being able to score items as a discounted rate when they can power up their mobile devices right from their dinner table and browse the same items and even make purchases while still eating another helping of stuffing and a slice of pumpkin pie?

Real time communications combined with mobile capabilities have helped consumers to have a similar purchasing experience as being at a brick-and-mortar location. As IBM puts it – mobile is the new Thanksgiving tradition and this year more than half of online shopping that day will be coming from a mobile device. This is up 23 percent year over year.

Another survey conducted in the U.S. by Harris Poll on behalf of Dynatrace also found there is going to be a giant uptick in mobile shopping this holiday season. In fact, just about four out of every ten smartphone and tablet owners have said they plan to make more purchases using their devices rather than going to a store location. And one out of every four said they plan to use their devices to buy gifts even while standing in a physical store's aisles. 

“Mobile shopping has transformed holiday commerce. In fact, retailers are at a tipping point – perform for mobile users, or perish at the hands of competitors," said Erwan Paccard, Director of Omni-channel Strategy at Dynatrace. "Not only is mobile is on track to surpass in-store shopping, smartphones and tablets are accompanying customers into stores and becoming virtual shopping assistants. Furthermore, when users encounter poor performing mobile sites and apps, they use them to buy from competitors and broadcast their frustrations. Retailers who don't prepare for the mobile holiday shopping storm do so at their own peril."

Edited by Maurice Nagle

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