La IV edición del Mobile Commerce Congress contará con una ponente de excepción. Sucharita Mulpuru es una de las más prestigiosas expertas a nivel mundial en estrategias de omnicanalidad para retailers. Durante los últimos 10 años ha trabajado en la compañía Forrester, como Vice Presidente and Principal Analyst, especializándose en las áreas de ecommerce y multicanalidad. Queremos adelantaros algo de lo que Mulpuru nos contará en su ponencia durante el Mobile Commerce Congress.
Mobile Commerce Congress (MCC): What’s the share in mobile traffic for the retailers in USA? And share of sales?
Sucharita Mulpuru (SM): Mobile traffic (including tablets) is about half of all traffic to retail sites and about 20-30% of transactions/sales.
MCC: Why is the mobile devices the most important thing for the retailers?
SM: Mobile traffic and sales are growing very rapidly and consumers are spending a lot of time on mobile devices. If you don’t approach retail from a “mobile first” standpoint, you risk missing a huge part of your audience and potentially adding extra development burdens onto your IT team.
MCC: In omnichannel strategies, what are the most advanced companies developing/doing in USA?
SM: Omnichannel today is still about buy online, pick up in store (click and collect), ship to store efforts and ship from store. Some of the Europeans like Tesco, John Lewis and Auchan are actually better at it, but in the US Best Buy is pretty good. They give customers the ability to know what’s in store and pick up in stores. There is a teen retailer called Zumiez and a home goods retailer called Sur La Table that ship online orders from stores, which reduces shipping time and cost. Walmart has a 3rd party marketplace, which enables them to increase their assortment without necessarily increasing their inventory holding costs.
MCC: Which company is doing right at mobile commerce?
SM: Some of the flash sale companies like Groupon actually have good mobile experiences. But there are others like Walgreens, which is a drugstore which allows you to do things like refill your prescription through a mobile device. There is a big mass merchant called Target which shows you which aisle in a specific store an item is located. Starbucks is known for doing mobile commerce well because 20% of their transactions now come through mobile devices and they give customers in the US the opportunity to order ahead and pick up their orders without waiting in line.
MCC: What about Amazon: in mobile strategies (like Amazon Prime Now) and omnichannel (Amazon start to open physical stores, no only books, grocery too)?
SM: Amazon definitely is doing very well in mobile and probably sees more mobile revenue than just about any other retailer in the world. But I don’t know that Prime Now is all that big just yet. There isn’t really a profitable model for Prime Now and they seem to be investing in it. Amazon stores are new and a small part of their business. Amazon is more about innovation and iterating rapidly. They acquire companies quickly and some of their most successful growth opportunities are in their web services and b2b efforts. I think many of Amazon’s investments in consumer facing businesses are intended to see if there are any lucrative business opportunities where consumers are inelastic and they are willing to pay a lot for a service. In most cases, consumers are very frugal and want great value for as little as they can pay.