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Synchronicity: The Future of the Connected Customer Article

Mobile retailers stand at the vanguard of the connected customer evolution. The average consumer’s life is increasingly lived online and there are almost hourly revolutions in technology. With more sophisticated mobile apps, cloud technology, big data and the Internet of Things, we are becoming more and more symbiotic.

To stay relevant, retailers need to evolve their mobile platforms and strategise how to foster 1-2-1 relationships with clients through these connected channels. They have to re-think and enhance their existing processes and be prepared to stay agile.

One of the most integral skills for a business is to master data management and analysis and ensure that the right processes are in place. Research shows that less than one percent of customer data is analysed by business. These 2016 predictions released by global research firm IDC show what a critical mistake that is when you consider that by 2018, there will be 22 billion Internet of Things devices installed, driving the development of over 200,000 new IoT apps and services. Companies ignore the data available on their connected consumer at their peril.

User experience and speed is of the essence. Connected customers value their time – 55% of US online users say that they are very likely to abandon their purchase if they cannot find a quick answer to their question, with 77% saying that their time is one of the most important things a company can do to provide them with a good service. - Kate Leggett, Forrester.

You need to be agile on mobile:  Today, nearly 90% of time spent on smart devices is with an app – with only 10% on web browsers. If you haven’t optimised your smartphone application, you’re already losing. Vala Ashfar, Chief Digital Strategist, Salesforce

Communities rule for e-Commerce as well as customer delivery:  By 2020, 30% of all purchases will be made through an online community, according to Vanessa Thompson of IDC. Marketing will take an important role within companies in building these communities and ensuring that purchasing is part of a customer engagement lifecycle.

Want more consumer insights? Check out this report from PWC on the digital customer and don’t forget to register for the Mobile Shopping & Location and Mobile Marketing Strategy streams at Appsworld North America, May 11 -12 in North America.

 

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