Tips for Optimizing the Tablet Shopping Experience
As adoption of the tablet approaches its tipping point, more and more retailers are looking to create an optimized experience for the tablet shopper. This article explores some ways that retailers can improve this experience and ultimately drive sales.
Tablets have dramatically changed the retail landscape. Their importance is measured by an unprecedented growth of mobile browsing, rapid adoption by a younger and wealthier demographic than that of traditional PC users, and a growing percentage of online sales coming from tablets. According to eMarketer's 2013 forecast, t-commerce (tablets) will account for 9.4 percent of all online sales this year, an increase of 73 percent from 2012. As a result, the pressure is on to make the tablet shopping experience as pleasurable and convenient as possible.
Given this explosion of adoption, there's a plethora of highly effective yet oft confusing terms and tools in the mobile marketplace. Responsive design, mobile optimization, HTML5 and native apps can all be touted as catch-all panaceas for mobile strategy. But rather than opting for one particular tool as the solution to all your mobile problems, the first step is to understand the end user, define the context of their experience, and use this to reverse engineer the solution.
As Apple's recent quarterly financial results showed, the world is rapidly shifting from the desktop world of clicks and scrolling to a tablet/smartphone marketplace of gestures, pinching and zooming. This has transformed the way users are engaging with content and commerce on their devices. This is dramatically apparent on the tablet, whose owners are known as "couch and pillow" shoppers because usage tends to happen in the evening, outside of traditional PC shopping hours.
This leisurely search for entertainment, goods and services lends itself to a more lifestyle-driven customer journey with an appreciation for art direction, customer reviews and a curated shopping experience. A great example is the Net-A-Porter weekly magazine iPad app. The app seamlessly fuses videos from fashion shows, travel destinations, music and culture all designed to inspire its customers.