With mobile devices more ubiquitous than ever, somewhere in the region of a 25% of online sales were made through a tablet or smartphone in the last year.

However, in 2015 this rate is set to  increase further.

With the rate of e-commerce increasing at such a speed, it is imperative that any firms without a mobile platform get one, while those that do need to know how to use it.

Customer interaction

The way a company interacts with its clients has always been important, but with levels of transparency and the entire retail experience underpinning everything now, this is only heightened.

Interacting with customers and using mobile connectivity, largely through social networks, can help companies understand their patrons better. It can also help tailor user experience through analysis of how a site is used, such as what prompts buying decisions and which content works.

Mobile apps can very much help achieve this, particularly if able to be tailored by the user. From providing a valuable resource for instant communication to providing immediate purchasing channels, it is still an unexploited tool in many organisations.

Customer experience

Apps are also great for improving the overall customer journey, often helping with the speed that the experience is delivered. As people try to pack more tasks into their day and often have less time to do them, this speed of access and fulfilment is vital.

However, whether using mobile online platforms or installed apps, the written content to lead the customer is essential. Getting this right, in as few words as possible, will gain traction and increase conversions. Uniqueness to the flow and voice of the content will also get it noticed.

Mainstream retailers already have their tone, but they still experiment with new ones. Competitors need to do the same, but better.

Purchasing decisions should also be as streamlined as possible, without disrupting the protection of data.

John Murray

John is every inch the wordsmith and loves a game of Scrabble above all else. With experience writing for newspapers, John’s time at university was spent studying Creative Writing – something which comes across in his love of the pun.