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BI should influence mobile experience

By: capturecode | Feb 7, 2013

In a modern landscape, many retailers will see increased success if they adopt new strategies to reach consumers on a variety of levels. It’s not enough just to have a store that people can shop in, nor is it good to only record commercials or design ads that appear in newspapers. As Americans are more accustomed to getting what they want when they want it, companies should take advantage of all mediums possible.

Smartphones definitely apply here. Because so many people have their internet-enabled devices on them at all times, they’re increasingly using them to visit company websites and download applications to make buying merchandise easier and faster, with half the effort usually required.

Administrators can use the mobile business intelligence (BI) compiled to then influence their next product lines, features on loyalty cards, coupon campaigns and many other functions that can keep loyal shoppers interested and draw in a new audience. 

What should BI be used for?
However, some experts think that mobile BI should just be used by companies to advance their apps or offer patrons completely new products. When people pick up their phones, browse the apps and use the tips of their fingers to pick the item they want, paying for it using a linked credit card and loyalty card, this can tell administrators so many things – if they’re regulars, what they’ve bought using the same account, how often they use the program and other aspects.

According to a Forrester Research blog, leaders need to make sure the data’s being compiled, analyzed and used to heighten shoppers’ experiences. While updating apps or websites from the information gathered can actually make buying more enjoyable, they shouldn’t be the major goals. 

For instance, though mobile BI results in figures that can be used to influence the acceptance of a wider variety of credit cards or other payment types, the news source said that consumers actually tend to care more about the design of an app, rather than the special features and core functions. A bare bones program just won’t cut it, so maybe retailers should be compiling BI that takes more stock in patrons’ design preferences and what the app is actually used for, rather than just focusing on revenue and how well it works.

Think about how apps are being used
Another thing that mobile BI can be used to determine is what sort of devices are actually accessing apps. For example, are consumers using tablet or smartphone programs to make the majority of their purchases on wireless devices? A recent Adobe survey revealed that this actually makes a lot of difference in terms of preferences.

The report explained that tablet users are around twice as likely to buy products using apps than smartphone owners, so retailers might want to think about optimizing their tablet versions before anything else if this trend holds true for them as well. This is especially valid considering that Adobe found that, when buying over the net, about half of all people would choose an app over a corporate website to buy products.

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