Attracting and Engaging Tablet shoppers

January 17, 2013

We’ve all heard about the rise of tablets in e-commerce.
Many retailers have included tablets as a component of their mobile strategy.
But how “mobile” are these devices really?

The myth of the
mobile tablet

Recent research has shown that in fact, a lot of tablet
shopping takes place while at home. This usage spikes during “prime
time” hours, meaning this may be incremental usage that does not detract
from hours otherwise spent in front of a PC.

  • #1 place the tablet is used is the living room
    Couch Commerce
  • #2 is the bedroom
  • #3 is in airports / airplanes

source: Forrester-Bizrate Insights Flash Survey, Q3
2012

 

The first two locations are not only stationary locations,
but also areas a consumer would consider their comfort zone, perfectly suited
for extended shopping sessions.

Airports and airplanes, while not exactly a comfort zone,
are places where people typically have lots of spare time, also encouraging a
longer shopping experience.

Encourage
extended site visits

In order to capture and keep the attention of these shoppers,
it’s important to provide a good experience. Ask yourself these questions:

  • Is your site easily navigated on a tablet?
    • Do all features work?
    • Is checkout as simple as it can be?
    • Are images a key component of your site layout
      and fully visible without a lot of pinching and zooming?
    • Does your site encourage staying for reasons
      other than traditional shopping?

      • Examples of this might be featured videos, blogs,
        contests and other types of consumable content.

Embrace the
tablet e-commerce ecosystem

Multichannel e-commerce includes players with a very broad
reach. Make sure that your products are visible within the tablet and mobile
experiences these major sites have to offer:
Ebay-logo-new

  • eBay maintains mobile applications for each
    major platform with over 100 million downloads as of Q3 2012
  • Mobile revenue is forecasted at $10 billion in
    2012 (actual revenue statistics are not available until the Q4 results report).
  • That’s about 16 percent of eBay total revenues
    for 2012. This makes a compelling case that every online retailer should
    consider.
  • By including eBay in your e-commerce strategy
    you have access to this base of mobile and tablet consumers.

Amazon-logo

  • Amazon also provides a highly optimised tablet
    and mobile shopping experience with access to their base of 188 million
    shoppers.
  • Analysts suggest that Amazon is generating
    around $5 billion in sales from tablet and mobile devices; about 8 percent of
    annual sales.
  • While this is behind eBay’s results its still
    quite an impressive amount and should also be considered as part of a complete
    mobile strategy.

source: AllThingsD article 1, article 2 

Conclusion

We hope this has provided some food for thought. The growth
of tablets and their role for consumers has certainly seen unbelievably rapid
growth that only seems to be picking up in pace as time moves on. It’s
important for every retailer to look at their plans for
2013 and keep in mind that this is a significant opportunity for capturing
market share from those slower to adapt.

  • Remember that tablet shoppers are looking for
    leisure and provide them that experience, give them reasons to stay, and return
    often.
  • Design your site features with these shoppers in
    mind. Many organisations find that designing for tablets first leads to good results
    on desktops too.
  • If you aren’t leveraging marketplaces today,
    keep in mind that they have a huge tablet audience and can provide you with
    access to these shoppers that you might not otherwise reach.

 Blog post by David Monterroso, ChannelAdvisor Senior Solution Consultant


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