From the NRF BIG Show: Embracing the Cross-Channel Mobile Opportunity

Mobile commerce sales hit $1.2 billion in 2009 and will grow to $2.42 billion this year, with that number forecasted to reach $23.83 billion by 2015, said Jamey Maki, director of e-commerce and online experiences at Golfsmith International, in a session he co-presented at this week's National Retail Federation BIG Show in New York City.

Maki noted that items being purchased on mobile devices aren't just popular music downloads or games. People are purchasing pet Snuggies, diamond rings, complete golf sets and even tractors. Yes, tractors. From the cheap to luxury items, mobile is a growing presence in retail. The variety of goods being purchased via mobile devices means now is the time for all retailers to enter the channel — no matter how expensive or inexpensive their inventoriers are.

Before launching your mobile site or app, Maki suggests asking yourself the following questions:
• Should you do it yourself or partner with a mobile commerce provider?
• How can you offer a unique mobile experience?
• How can you grow revenue and drive consumers to your brick-and-mortar stores?

Should you do it yourself or partner with a mobile commerce provider? "Don't rush, and don't do it yourself," Maki advised. It's probably best — depending on your overall business objective — to hire an outside company or mobile commerce expert to help you. There are many different aspects regarding mobile, and many ways to get it wrong.

Choose a partner with a platform specific to retail, and one that can deliver an optimized site and rich apps. Once your mobile site has launched, be sure to optimize it for each device (BlackBerry, Android, iPhone). Also, continuously update and enhance the experience. Mobile is evolving rapidly; be sure to keep up.

How can you offer a unique mobile experience? Try offering incentives to subscribers such as coupons, rebates and other special offers, Maki suggested. (This can be done via SMS text messaging.) Provide information that consumers find helpful, including product information and details, related products, how-to information, user ratings and reviews, wish lists, and product recommendations. Also be sure to integrate your social media sites into your mobile initiatives. The social media space is growing as well, and the more touchpoints you have, the better.

If your brand opts for a mobile app in favor of a mobile site, add location-based coupons, offer a check-in service and check-in incentives. Apps can also offer QR codes, which link consumers directly to mobile or product sites — and all of their information.

How can you grow revenue and drive consumers to brick-and-mortar stores? By adding another channel for consumers to make purchases, your revenue will already increase. Offering coupons via any channel (e.g., print, email, mobile) is a good way to drive traffic to your brick-and-mortar stores.

Add credibility to your mobile site by giving consumers the option to post or read customer reviews. Consumers trust other consumers before they trust an expert or salesperson. Adding customer reviews may not directly drive revenue, but it will build brand loyalty and help with your overall image.

By adding the unique features listed above, your mobile traffic will translate into in-store traffic. That said, ensure that the in-store experience you provide is consistent with the experience on your mobile site. Provide a wealth of information across a variety of touchpoints and "feed the information-hungry, price-savvy, mobile-empowered shoppers."

Consumers want tons of information available at their fingertips — and fast. By having a mobile site and/or app, consumers are able to access this information whenever and wherever they are, creating an enjoyable customer experience. Mobile has reached a tipping point, so it's best to act now.