Customer reviews test retailers working to boost mobile shopping
By Jay Keller
Google owns 67 percent of the search engine market, according to comScore’s August rankings, followed by Microsoft with 18 percent and Yahoo! with 11 percent.
So, you’re probably asking yourself: “What does this have to do with mobile shopping and Ecommerce?”
Glad you asked — comScore estimates mobile commerce could account for as much as $25 billion in U.S. retail spending this year.
On a national level, larger retailers have more resources to dedicate to their online reputation but more often businesses are finding that local still matters to the shopper.
Online customers do shop favorite retail stores regardless of store hours or having to get in the car to physically go to the store.
These same online customers are also growing more inclined to take the advice found in customer reviews displayed proudly on the sites owned by top search engines, forcing even the chain retailers to consider how local reviews impact their brand.
According to a June 2013 survey of consumers, BrightLocal found that 8 in 10 customers are reading reviews as part of their pre-purchase research.
For large and small retailers, the value managing their online reputation is now more crucial than ever.
Online reviews, especially for Google, make it easier for the customer to form opinions faster on whether or not to trust or not trust a business at a local level.
Research suggests that when these online customers pick up a smartphone, they are more inclined to spend some downtime doing pre-purchase evaluations.
iMedia connection recently dug in to understand what effects smartphones are having on Ecommerce, finding that the fits-in-the-pocket devices are logically enabling purchases from anywhere but also encouraging more impulse buys.
“Mobile commerce is becoming more widely used and has the potential to eclipse Ecommerce because of its ease of use and convenience,” Morgan Sims writes in the recent blog post.
Sims continues to say that because of this, retailers are forced to evolve with their customers to make their mobile storefront as simple and easy to access as possible.