Mobile commerce (m-Commerce) is becoming a hot topic among retailers, closely following in the footsteps of social media, as the “next big thing” a brand must have as part of its online presence. M-Commerce isn’t new, it’s been around for about six years. Currently, there are just over three dozen sites that offer m-Commerce interfaces, including Amazon, Sears, Net-A-Porter, Marni/Pucci/Armani (all powered by Yoox), Moosejaw, Ralph Lauren and, most recently, Urban Outfitters.

Retailers must understand that mobile marketing and m-Commerce takes time to develop and scale. When  a retailer decides to invest in m-commerce, it must create a mobile experience that supports its brand. I believe that successful mobile initiatives would include the following components that are currently found on the Sears, Urban Outfitters and Moosejaw mobile sites:

1. Store Locators –  If a customer is in another city or area and wants to find a nearby retail location, having store location as part of your mobile component dramatically increases the likelihood of an in-store visit and purchase. Mobile sites should support regular online e-commerce purchases and drive in-store traffic.

2.  Mobile Social Marketing –  All the products available on a retailer’s mobile site and the mobile versions of the blog should be easy to add to mobile sites and applications for Facebook,  FriendFreed, Twitter, MySpace and other forums.  I would take it a step further and make sure that they’re easily sharable via social fashion sites like Polyvore, StyleHive, Kaboodle or ThisNext.com. Because mobile users spend equal amounts of time on social sites via their smart/mobile phones as they do on retail sites, it is important to make it easy to connect via both types of apps.

3. Product Display – Products featured on retail mobile sites need to have their images optimized for mobile viewing; what this means is including extremely descriptive product information and product reviews/ratings. Providing extensive information increases the customer’s likelihood of purchase.

4. Text Alerts –  Retailers should allow mobile customers to sign up for text alerts via their mobile sites or main e-commerce portals. By capturing basic demographic data, a retailer can send targeted messages about products to drive online and in-store purchases. A retailer can also send promotional alerts, letting the customer know about specific in-store events in their area.

5. 3-D Bar Codes – In the US, there are a few applications that allow consumers to scan bar codes and compare prices on the items they scan across several retailers. I believe the model found in Japan will become more prevalent in the next year and a half, in countries outside of Japan. Three-dimensional bar codes are popular in China and Japan, where phones are equipped with a special chip and software, essentially turning the phone into  a  “virtual wallet” (WWD). The chip and software allow the user to purchase the item they want by simply scanning that item. Is this an impulse shopper’s worst enemy or a retailer’s new best friend?

Successful m-commerce sites create compelling mobile experiences for customers; those experiences should  seamlessly integrated with the brand’s/retailer’s online marketing strategy.

Mobile Commerce Resources:

• WWD: Retailers Pushing Mobile Commerce
• WWD: Urban Outfitters m-Commerce
• Internet Retailer: m-Commerce & Moosejaw Moutaineering
• Internet Retailer: Sears names m-Commerce Director
• Get Elastic: Mobile Commerce Usability
• SEO Trends: SEO, Mobile Marketing & m-Commerce

Popularity: 2% [?]