Last week, Mary Meeker released her hotly anticipated Internet Trends report, and one finding should serve as a wake-up call for brands in the retail space: consumers now do more than half of all their digital browsing via mobile.
Mobile shopping has become one of our most common pastimes, which means that brands can no longer think of their ecommerce experience as purely functional. A straight line from search to purchase isn’t enough to build a relationship with customers—they must focus on keeping people engaged for as long as possible, and that comes down to creating a complete mobile experience.
Customers want a personalised ecommerce offering curated product discovery and 24/7 recommendations. They want something fresh and exciting. They want meaningful and consistent experiences that create a deep connection without sacrificing the convenience and ease-of-use that makes mobile shopping so attractive in the first place.
John Lewis is one retailer that understands the importance of delivering excellent digital experiences. As one of the UK’s longest standing brands, John Lewis faced the challenge of matching its online offering to its in-store experience. By turning to digital technologies to focus on converting cross-channel customers—those who shop online and in store—the retailer has been able to boost loyalty and continue building one of England’s strongest brands.
John Lewis even found a way to let mobile customers “test drive” fabrics when shopping for furniture. Using Adobe technology, the retailer’s consolidated thousands of product images and sped up page loading speeds, which in turn allows shoppers to browse roughly 112,000 different furniture offerings and see how their dream sofa or chair would look in real life.
John Lewis’ continued success at a time when department stores around the world are struggling should serve as a reminder that brands can’t rest on their laurels. Experience-driven businesses simply perform better. Indeed, research by Adobe and Forrester revealed that Experience Businesses in the media and entertainment industry generated 2.4 times more traffic in 2017 than in the previous year.
Mary Meeker’s findings about the importance of mobile experiences may not be earth-shattering, but they do highlight that change is no longer optional. Its critical to business survival. To find out more about how retailers are evolving to become Experience Makers, click here. And click here for the full transcript of Mary Meeker’s Internet Trends Report.