Here’s a simple piece of advice when planning your retail mobile strategy: Don’t bring a knife to a gunfight.
I've written more than a few posts about how mobile is not just a smaller-screen version of online commerce, and that a “mobile optimized” version of the traditional website doesn't get the job done (unless you've defined your total strategy as “create a mobile optimized version of our traditional website”). Remember when the web arrived in the early 1990s and most sites were “brochureware?” A mobile-optimized site is the modern equivalent.
Why isn't an optimized website a good approach? The simple answer is that it doesn't take advantage of the new technologies available and, more importantly, how people are using mobile devices and meeting their expectations.
Let’s look at four significant changes well underway in the digital world:
The smartphone has become the go-to device for much more than just making phone calls. List all the things you now use your smartphone for and remember how you used to do them. Email (something completely new with smartphones) is a given. But what about the other items you no longer use? No one carries around actual physical photographs anymore. Paper maps are rare and so are... Read more