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Companies are finding fast success in the mobile market

March 5, 2014

For many retailers, the days where online innovation was a top priority are long past.

For many retailers, the days where online innovation was a top priority are long past. Now, the primary focus needs to be on moving forward in the mobile commerce market.

Mobile Commerce Daily recently detailed the success found by the company that produces Crocs once they switched to a e-commerce website optimized for users of mobile devices. According to the two executives quoted, the company was able to achieve a return on its investment within two months of launching the site – illustrating the high demand consumers have for mobile-based credit card payment processing pages. 

“I think we all know conversion on smartphones is really low, but anything you can do to elevate that is going to go a long way,” explained Keith Baltus, global e-commerce mobile product manager at Crocs, according to the Mobile Commerce Daily report. “I was pretty conservative, I forecasted five percent incremental revenue lift per locale per device. That’s pretty conservative, but we pretty much blew that out of the water. We were able to pay back our investment in mobile in two months.”

Baltus went on to note, according to the news source, that smartphone conversion rates have increased by 50 percent since the switch was made to a mobile-optimized website. Tablet conversions, in addition, have increased by roughly 10 percent. Crocs currently sees 7 percent of its revenue come from individuals making purchases via smartphones, and 13 percent comes from consumers using tablet devices – meaning that businesses may be missing out on large portions of potential revenue if they don’t cater to consumers using the devices.

Sephora is also finding success in mobile innovations
Another innovation being made in the mobile commerce sector is the intermixing of commerce and social media. Sephora, for example, has recently added a feature that allows consumers using its branded mobile application to upload photos into the application. Loyalty members are allowed to view each others photographs – offering free advertisement for the brand.

“Sephora has always been seen as a pioneer in mobile commerce, so it’s no surprise they’ve decided to integrate a social component into their user experience,” explained Esha Shah, manager of strategy and innovation at Fetch, when interviewed by Mobile Commerce Daily. “Sephora sees mobile not only as a device to purchase on, but a device which can assist and enrich the user’s experience with the brand.”

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