- [Instructor] Mobile, the new path to purchase,
but you already knew that
because that's why you're taking this course, gotcha.
So let's explore this idea of mobile commerce
and it's best practices.
We'll also consider two important aspects
of mobile commerce,
the ability to accept payments and security.
Just to make sure that we're on the same page,
less define mobile commerce,
which is sometimes called m-commerce.
Mobile commerce is the selling and purchasing
of products and services via a mobile device.
This means consumers can shop virtually anywhere.
Targeting mobile users to sell your products and services
is the ultimate goal, right?
Mobile marketing offers you a great opportunity
to drive sales and engagement with customers.
So let's consider a few mobile commerce best practices.
Create an omni-channel experience
regardless of where consumers prefer to make a purchase.
The experience should be consistent
across different channels.
For example, a consumer may start the buying process
on a mobile device by researching a particular product,
but they may either finalize the purchase online
or inside a store.
The experience should be seamless and cohesive
with the same marketing message,
even though multiple channels
and different mediums are used.
Leverage geolocation capabilities and beacons.
The ability to geolocate consumers
to a send relevant message
to targeted users is a unique advantage of mobile.
A beacon utilizes Bluetooth technology to send
a message, coupon, or discount code to a consumer
when they're within a certain radius of the beacon.
This allows the retailer to capture the attention
of the consumer at the right time
to help facilitate the purchase.
Enable mobile payments.
There are two aspects of mobile payments
within this context.
First, mobile payments can refer
to the use of mobile wallet or digital wallet apps
like Apple Pay or Google Pay to make a purchase.
Second, mobile payments refers to enabling a consumer
to purchase your goods or services from your mobile app
or mobile website using a smartphone or tablet.
Mobile wallets are viewed as more secure
than standard credit card payments
because they tokenize the consumers' personal information
by substituting that info with a token.
The tokenized data is useless to a fraudster,
so tokenization enhances payment security.
Give your in-person customers the option
to pay with a digital wallet app
or enable this functionality if they're using their phone
to make mobile web or mobile app purchases.
Mobile commerce is about giving customers
the ability to easily buy from you via a mobile device.
Enabling digital wallets as a payment option
can help you obtain more sales by giving your customers
a safe way to pay.
So my key takeaway for you is to create a seamless
and frictionless omni-channel experience that supports
however consumers want to do business with you.