In the UK, 63 per cent adults own a smartphone* and more than 50 per cent of the UK’s ecommerce traffic comes from mobile**. This is where we manage our digital lives – from communication and social networking, to lifestyle management, media playback, shopping, travel, payments and productivity.
Let’s think about research. A customer might browse your products, read reviews, check stock levels, locate your nearest branch, search for discount vouchers, and compare you against competitors. This could happen at any time, anywhere, and in any order; from the comfort of their sofa to the train to work, and most significantly, showrooming’ whilst in your store – and what they find will most likely affect their purchase decision.
We can all see that mobile is continuing to grow as a disruptor at each stage of the customer journey. So how is it impacting on customer experience?
Read the full article on the Ikano Insight blog.