It’s hard to overstate how thoroughly, quickly, and profoundly mobile is transforming the retail industry. In the first quarter, mobile accounted for 53% of retail traffic and 32% of orders, up from 37% of traffic and 18% of orders just two years ago.
But mobile is not just about browsing and buying. Mobile is upending the way shoppers find stores, get information about products while in the store, receive real-time offers, communicate with brands, get post-sale service, and on and on. Understandably, many retailers and brands are scrambling to keep pace with shoppers’ mobile expectations – but we’re on it.
Here are some major, recent developments in our effort to help retailers and brands crush it with mobile commerce:
Mobile-First Reference Architecture
You can’t give your shoppers a superior mobile shopping experience without an architecture built from the ground up for mobile. That’s what we’ve done with Mobile-First Reference Architecture, which we demonstrated during a breakout session at our recent Salesforce XChange conference. The architecture vastly improves the mobile experience including: optimization for mobile conversion; prominent and persistent search boxes, search as you type capability; a persistent basket button; autocomplete form fields; accordion-style checkout; overall cleaner product detail pages, and much more. Mobile-First Reference Architecture will be generally available later in 2017.
Support for Android Pay
It’s no secret that checking out on mobile is, in general, a big hassle. Tiny form fields spread out over several checkout pages is an open invitation for shoppers to jump ship. That’s a key reason why cart abandonment rates are higher on mobile than on web. So we recently announced the integration of Commerce Cloud with Android Pay for one-touch checkout in Chrome. For merchants, this involves a simple integration, and mobile shoppers get fast, easy, and safe checkout. Support for Android Pay, which will be generally available to all Commerce Cloud customers in July, follows the successful September 2016 rollout of our support for Apple Pay. Speaking of which…
Wolverine Worldwide Sees Huge Mobile Conversion Lift With Apple Pay
Wolverine, a $2.5 billion multi-brand company, launched Apple Pay right before holiday, the busiest shopping period of year, in 2016. Why? “We wanted to double down on our efforts to improve the mobile experience, including how to convert shoppers,” says Jason Pawloski, Senior Director of Direct-to-Consumer Technology. “As soon as Commerce Cloud integrated Apple Pay into the Digital platform, we bought into its value. We felt it was important enough to extend our holiday code freeze to accommodate the rollout of Apple Pay in November, and move the needle on our holiday business.” The result: 19% increase in total mobile conversion and a 21% increase in iPhone conversion across all of its 12 brands. Some brands saw mobile conversion on iPhone improve by as much as 33%. This increase in mobile conversion is significant, as Wolverine sees 74% of mobile traffic come from iPhone users. Get the whole Wolverine story.
Mobile Best Practice Guide
Mobile shoppers have a completely different set of requirements and challenges than web shoppers. Mobile shoppers browse on the go during “micro-moments” throughout their day, are confined to a small touch-screen device, and are often distracted by incoming messages, calls, and notifications. This guide, 6 Ways to Increase Revenue Through a Mobile-First Approach, identifies six best practices for mobile design, including why each matters, and how to execute. The six are: make search a top visual priority; design for simple, accessible navigation; optimize the product detail page; simplify the checkout; convert shoppers to registered users; use responsive design.