Toys"R"Us, eBay Use Mobile to Improve the Customer Experience

Some tips that Cypher said have led to eBay's successful mobile efforts, and should become goals for all retailers’ mobile programs, include the following:

• mobile pages that load in less than five seconds;
• prioritizing top features/content/deals at the top of the page;
• limit required data entry on the checkout page; and
• add large, clearly visible product category and search boxes.

In addition to selling via a mobile site, the channel can be used as a tool to complement the in-store shopping experience, Cypher said. He cited Apple as a great example of a retailer that empowers its store associates via mobile devices. The top ways store associates can use mobile devices to improve the in-store experience include as a point-of-sale service (i.e., line busting); to look up inventory availability; leverage assisted selling such as personalized recommendations based on past purchase behavior; and task management.