Social Mobile Commerce: The Ultimate Seamless Shopping Experience
As rapid technological advancement continues to drive digital assimilation within every aspect of society, the retail industry is feeling the direct effects. The future of shopping has already started, and it contains an omnichannel marketing strategy helping stores that are ready for it to keep a competitive edge.
Today, mobile social platforms house the food, clothes, looks and lifestyles people want to live and breathe. This works to the benefit of retailers because it makes for an environment conducive to a seamless experience of consumption. In essence, consumers are ready to shop when they're active on mobile social media platforms. Retailers that will sustain successful businesses are the ones that understand this omnipresent mind-set, and pioneer the routes to connect the intersection of social media and mobile commerce.
What's Working?
In short, mobile commerce through social media. Americans spend more time on social media than any other major internet activity, with 60 percent of it done from a smartphone or tablet. With so many engaged eyeballs feasting on mobile social media, retail brands are making social more shoppable. Consumers are glad because they've grown increasingly expectant of immediacy — they see it, want it, buy it NOW. This trend has encouraged retailers to connect with consumers through m-commerce to facilitate real-time interaction.
Instagram is leading the growth in m-commerce. Recently, the social network launched an option for users to shop through its "Like2Buy" platform. First, the retailer provides a link within its profile, and once that link is clicked, the user is redirected to a separate microsite that features images of items for sale. The microsite maintains Instagram's visual-oriented theme and interface while guiding a seamless process where users can shop by tapping/liking pictures to eventually purchase a product.
What Can and Should Retailers Do?
Here are three tips on how retailers can better capitalize on the social mobile commerce trend:
