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BizReport : Mobile Marketing : December 23, 2013

Why SMBs need to improve mobile strategy in 2014

Bigcommerce predicts that mobile demand will more than double for SMBs heading into 2014. With mobile device adoption on the rise and more consumers multi-devicing (watching TV and browsing Pinterest on their iPads, for example), small businesses cannot afford to not optimize their stores for mobile.

by Kristina Knight

According to BigCommerce data their clients saw mobile commerce - sales initiated via tablet or phone - increase by 18% over the Thanksgiving Weekend. Mobile sales for their clients also outpaced 'traditional' online retail sales by about 15%. Because of this sea-change, BigCommerce believes SMBs need to create a strong mobile strategy for 2014.

"Given the trends we are seeing in mobile growth with some Bigcommerce clients - particularly those in the apparel industry that are experiencing upwards of 30% mobile sales - SMBs will need to adapt not just their sites but also their service delivery. If you are buying on a mobile device with a small screen, chat might not be appropriate - but click to call could be great in terms of getting you over that purchasing barrier," said Kirsten Knipp, VP of Product Marketing and Brand at Bigcommerce.

Similarly, with more folks reviewing and maybe not closing online - it's even more crucial that SMBs use abandoned cart technologies to not only incentivize sales, but to provide helpful FAQ information about returns or other confidence builders to help close the sale after the fact.

Knipp also notes that mobile shoppers want choice not only in how they buy but in how they may return items that don't meet their needs.

"The increase in varied buying behavior maps back to consumers' desire for 'buy, get and return anywhere - on my terms' meaning that excelling in mobile is great, but finding ways to improve the "last mile" experience will be game changing. Brick and mortar shops that also have an online presence have a leg up in this regard, but online only sellers can also find ways to make returns simpler (ie., Zappos) so that they don't lose to truly omni-present sellers," said Knipp.

Image via Shutterstock

Tags: BigCommerce, m:commerce strategy, mobile commerce strategy, mobile marketing, mobile strategy

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