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Inconsistent Customers are a Twin-Edged Sword

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October 08, 2012

Inconsistent Customers are a Twin-Edged Sword

By Tabitha Naylor, Contributing Writer

For retailers consumers are “a twin-edge sword” according to a study by Debenhams. The result of the analysis of the research has been released by Debenhams. This study shows that although a third of its website traffic comes from mobile commerce shoppers, these inconsistent customers aren’t always bringing positive experiences with them. The store also showed that according to its latest research, smartphone shoppers are more lucrative.

Those who are shopping in the actual brick and mortar stores tend to shop and spend less when compared to those using m-commerce who tend to shop more frequently and will spend a larger amount. However, if they do not receive the experience they would like, they will not hesitate to change brands hence as pointed out by Debenhams, they are also far less consistent and loyal.

Image courtesy of Shutterstock.

Based on the most recent figures regarding the behaviors of mobile customers, the company stated that it’s critical to provide the correct m-commerce experience. When shoppers haven’t had a good experience, they are very unlikely to give retailers a second chance.

Sarah Baillie, the Mobile Commerce Manager at Debenhams, at London’s Mobile Marketing Live stated that 84 percent of the m-commerce customers at the department store shop there regularly online or on a mobile device. However, regularly only 54 percent shop in-store. Three to four was the ratio in 2010. She added that those who are making their purchases in the store’s physical location spend three times less than mobile shoppers.

She concluded by stating that the retailers should be aware that in order to show a shopper that the experience would be a positive one, they only have ten seconds. Failing to do that will risk losing the customer to another mcommerce competitor.

“What we’re finding is you have to get mobile right because mobile shoppers spend more and they shop regularly but they’re far less forgiving than customer show shop mainly in-store,” she concluded.

Edited by Rich Steeves

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