E-Commerce And Mobility Meet Head-On

September 2012 Integrated Solutions For Retailers

By Bob Johns, associate editor

Retailers must offer seamless e-commerce and mobile retail experiences that remain effective no matter what platform is being used.

E-commerce has enjoyed double-digit growth the past few years, and mobile purchases are beginning to see the same sort of growth. Here, David Reisfeld, VP and GM, enterprise solutions with Limelight Networks, discusses how and why retailers must adapt traditional e-commerce platforms to mobile platforms.

How has mobility changed the way retailers view e-commerce?

Reisfeld: As both online and mobile shopping increase year over year, retailers are viewing their digital presence as absolutely essential to the success of their business. Having an exceptional digital presence across all channels is now a necessity to remain competitive. The most successful retailers view their Web and mobile sites not as separate entities, but as opportunities to create integrated cross-channel strategies that drive sales online and in the store. For example, a retailer may run a television ad that directs consumers to the retailer’s mobile site, which in turn provides a discount coupon for an in-store purchase. Overall, mobility has expanded the power and influence of e-commerce to increase brand loyalty and conversions.