Global mobile commerce will hit $1.8 trillion in 2018 after 40% growth last year, and almost 60% of traffic to retailer’s sites is mobile. Does that mean actual physical stores are toast, and desktop is dead?
In fact, brands like Citi, Home Depot, Walmart, Unilever, and eBay are finding new and powerful ways of melding mobile commerce, ecommerce, and innovative in-store experiences to create retail experiences that surpass both digital-only stores and bricks-and-mortar only retailers.
“Customers move seamlessly between our stores, online, and mobile,” Home Depot‘s vice president of Online Pratt Vemana told me. “They’re using mobile within the store, and texting aisle location from their desktops to their phones.”
Home Depot is not the only one.
“Our clients are coming to us more and more looking for unified offerings that bring their payments ecosystem together,” says Mark Ranta, head of digital banking solutions for ACI, which processes an almost-incredible $14 trillion in transactions each day for over 5,100 retailers and banks. “In terms of e-commerce and m-commerce payments specifically, you can’t have a separate approach for one channel over another.”
The smart combination of mobile, desktop, and in-store is what I call taps, clicks, bricks.
According to recent research by TUNE (full disclosure, I am TUNE’s mobile economist), retailers that are winning are increasingly adopting each of these modes and integrating them within a holistic customer-centric approach.