Move Over, Siri: The New Breed of Mobile Holiday Helpers

For the 2014 holidays, retailers need to do all they can to convert their mobile traffic. Whether it's completing a sale or helping a consumer make the decision to go to the store to finalize a purchase, live video assistance can help, particularly given the user interface challenges associated with mobile screen size.

There are, however, a few considerations retailers should make when adding live video assistance to their mobile apps. First, you'll want to make the experience as seamless as possible for the shopper. That means no additional downloads required. They've already downloaded your app, so you shouldn't expect them to have to download additional software to their phone or tablet to communicate with you. Or, if they're on the mobile web, they should be able to click in, with no download required.

Second, give consumers the option of remaining unseen — i.e., they can see the agent, but the agent can't see them. Let's face it, no one wants to chat with their favorite retail brand after just rolling out of bed. Lastly, while video is the watchword, it's features such as remote control of the device, finger painting by the operator on the customer's screen, and co-form filling that combine with video to deliver a truly high-value experience.

Technologies such as Siri and Amazon Mayday will continue to have an impact on consumer expectations. This means major implications for brands and retailers, which will be expected to offer the mobile concierge experience as part of their omnichannel strategies in the coming years. With the holidays around the corner, are you prepared to build customer relationships and engagement with your mobile shoppers?

James Keller is the CEO of Vee24, a provider of live video assistance solutions.