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Sellers should make buying processes via mobile easier





The smartphone is currently the consumer's best friend. It is the one who spends 24 hours at his side, the first thing he looks at when he wakes up and the last thing he sees before closing his eyes. And just as the mobile has completely transformed our way of communicating, entertaining or informing us, it has also given a 180-degree turn to our way of buying and relating to brands.

Thus, actions like researching a product on the mobile web, comparing prices or making a suggestion through social networks have become something everyday. However, many consumers still find in the purchase through the computer (or even in the store) facilities that do not find a mobile. Vendors should pay more attention to facilitating the purchase process through smartphones and tablets. Among other things because consumers themselves ask for it, most consider that the shopping experience via web and app can greatly improve.

And it is more than half of consumers say that it is easier to see the products available in an online store from the computer, as well as that it is easier to use devices with larger screens. Although increasingly "phablets", with larger screens, gain more market share, it is clear that a mobile will always be smaller than a computer, but that is precisely why retailers should look for ways to show their catalog that are clear and comfortable also in the mobile.

On the other hand, consumers find it difficult to compare products and different retailers through the web, also consider that forms to include personal data are little user-friendly on tablets and smartphones. Bearing in mind that none of this for consumers, since almost all compare prices through this device, facilitating the work to the customer may end up assuming a comparative advantage.

E-commerce, m-commerce and physical stores are meant to complement each other

If we also analyze the mobile purchase compared to the one that is made in the store itself, although there are several factors intrinsic to physical experience that are not comparable for consumers shopping is a leisure activity, enjoyable, and like to be able to touch and See directly the products, there are other issues where the mobile if could plant face the store experience. For buyers a problem of buying via mobile is that they have to wait several days to receive the product, something that would not happen if there were faster shipping models. In the same way, high shipping costs throw many consumers back when it comes to buying online.

The report stresses that buying habits are changing as a result of the introduction of mobile devices, but it makes no sense to treat this channel as something different, separate from the rest of the buying pathways. Consumers, especially the younger ones, do not make distinctions of any kind, and want to be able to use their devices interchangeably throughout the buying process. Retailers must bet on a multi-channel strategy that addresses the consumer with messages tailored to each device, offering a cohesive and seamless experience.
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Julio Alfonzo
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