Retailers Keen On M Commerce

Most retailers are toying with the idea of adding a mobile channel in the next couple of years. Analyst Gartner is doing research in order to realise how the new age consumers would want to use their mobiles for the purpose of shopping. It can be for activities like locating the stores or for price comparison or for that matter anything.

In a survey conducted for more than 2,000 UK consumers as well as US consumers, Gartner found out that shoppers are around twice as likely to check the prices of a commodity over the phone rather than making an outright purchase. Thus, the services that are offered by various portals, mobile mappers and price-comparison engines need to be used by retailers in order to set up a workable m-commerce strategy. The survey also mentioned that the younger consumers are more likely to conduct their retail activity on the mobile as compared to their older counterparts.

Gartner also added that the m-commerce vendors need to provide “multichannel capabilities” in order to customize the manner the consumers want to shop. For example, they can enable mobile-phone-generated orders that can be collected at some store. Or they can allow the customers to save a mobile shopping session that they can continue sometime else at some other place.