MEX

MEX note: How do you sell retail products through mobile devices? What kind of user experience do customers expect when they visit a the web site of a retailer from their mobile device? What is the overall experience for the user across desktop browsing, mobile, printed catalogues and retail visits? According to the latest figures from ComScore for the 3 months ending May 2011, the number of British users accessing retail sites from their phones grew 118 percent from a year earlier, with 9.2 percent of all mobile users in the UK engaging in this activity. The mobile industry has for many years resisted the notion retail products could be sold via the small screen. However, as display capabilities, web browsers and input mechanisms improve (usage among 'smartphone' owners was up 163 percent), customers are naturally finding themselves researching and purchasing retail products from their mobiles. I wonder if 9.2 percent of retailers have web sites capable of responding to this customer expectation, either as an adjunct to push other sales channels or as a channel in itself? Time for retailers to start thinking about mobile devices and wireless networks as enablers for their consumers' experiences.