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e-Commerce Industry News

March 13, 2014
Leveraging freedom of choice to improve the shopping experience
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March 13, 2014
Not all smartphone users prefer the mobile website. Not all smartphone users prefer
the mobile website.
The rise of different shopping avenues, ranging from online websites to direct mail catalogs and everything in between, has given customers a number of different of options for how they want to shop. The challenge that many merchants now face with their omnichannel retailing efforts is truly embracing the power of choice and delivering this sense of freedom to customers.

People now have the power to shop through whichever channel is most convenient for them. However, retailers can go one step further by giving them even more choices, which adds further flexibility to the equation. Most recently, merchants have been doing this through omnichannel retailing features such as in-store pickup for online purchases, but even smaller choices can go a long way toward improving the overall experience.

Take, for example, the mobile retail website. Generally, when retailers determine people are shopping from their phones, they will automatically redirect the user to a page designed specifically for the smaller screens of smartphones. However, this isn't always the best option for every customer - some may be quite familiar with the retailer's default homepage and even though it isn't quite optimized for mobile devices, customers may still prefer shopping from it.

Internet Retailer noted that some merchants saw as many as 50 percent of shoppers actually opt for the standard website over the mobile one when given the choice upon entrance. Instead of automatically routing customers to the mobile website, a simple prompt upon visiting can give customers the option of loading the standard site or the mobile one, which only further puts the power in the hands of customers to have the experience they desire.

Although many merchants are taking grand steps to improve the customer experience, sometimes it's the simpler things that can go a long way.