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Mobile: more important than ever

June 16, 2014

Mobile phones are changing the landscape for all organizations, and not just by providing consumers with access to mobile credit card payment processing pages.

Mobile phones are changing the landscape for all organizations, and not just by providing consumers with access to mobile credit card payment processing pages. As actions taken recently by Starbucks illustrate, all organizations – in all industries – need to think about how they can incorporate mobile phones into their business plan if they hope to find success in the future. 

For instance, a recent Mobile Commerce Daily report noted that Starbucks is looking to boost its revenue with the help of wireless cellphone chargers, which are currently being installed in locations managed by the company nationwide. Starbucks is teaming up with Duracell to install this new technology into their locations.

“Starbucks is one of the best companies in the world at understanding and embracing the mobile consumer,” Mark Tack, vice president of marketing at Vibes, commented to the news outlet. “Adding mobile phone charging stations to the coffee drinking experience is brilliant. The longer you sit in a Starbucks and work, talk, surf or read the more coffee you drink and the more your smartphone battery drains. This is a great way to meet a real need facing most smartphone users.”

Executives at the company expect that this will help to boost sales, according to Mobile Commerce Daily, because the chargers will give consumers an incentive or assistance in staying in a Starbucks location for an extended amount of time. Some people may even begin coming to a Starbucks in the middle of a busy day specifically so they give their phone a charge – and these actions would be sure to increase sales, and thus revenue, for the company. The report also noted that some companies – such as Urban Outfitters – have already begun offering free use of chargers to consumers, although in that case the devices weren’t wireless.

Businesses that rely on mobile sales are thriving
Perhaps validating the actions taken by Starbucks, many businesses that have optimized their web offerings for mobile users have seen large sales upticks as a result. For instance, Internet Retailer recently reported that Beyond the Rack – which recently updated its site so that it would display perfectly on mobile-based browsers – reports that roughly 40 percent of its sales now come from users based on smartphones or tablets. 

“There is no barrier to the mobile web,” Richard Cohene, director of marketing at Beyond the Rack, explained to Internet Retailer. “The web was that first step to being mobile-friendly.”

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