What is in store for 2011?

Adam Boyden

I don’t need to tell any retailer that the 2010 was a tough year.  Two key trends indicate, however that 2011 will be better.  One, the economic indicators for 2011 are more promising. Two, consumers are increasingly comfortable buying online and there are a number of easy and inexpensive technology solutions for small businesses available now.  According to a report by Coremetrics, online sales were up 12% in December 2010 from December 2009, with the average order value up from $171.06 to $190.42. From product research, to pricing, to actual purchasing, consumers are increasingly using technology because they view it as a safe, efficient and useful tool for making purchases. Small retailers can capitalize on these two trends by deploying online tools that will help them to better engage and retain customers, wherever they are, whenever they want to connect. By creating an “always-on” channel for the entire buying cycle, small retailers can be more competitive with larger companies. 

Browser vs. mobile apps
Unless you have been living under a rock, you have been hearing about apps and in particular, mobile apps.  I am often asked about the merits of mobile versus browser apps and at this point the evolution of e-commerce technologies, I recommend browser-based apps for retail.  Why?  One, they are easier to build and deploy. For instance, a separate mobile app needs to be created for each mobile platform, like Android and iPhone. Most small businesses don’t have the resources for that. Browser-based apps, however, can be created with a single set of APIs and then simultaneously be distributed across browser technologies such as Chrome, IE, Firefox and Safari.

Two, the browser audience is larger: Browser penetration rates are nearly 90% in the US.  Smartphone penetration is less than 25%. Moreover, browser-based apps can be created with “point and click” technology; no developer required. Browser-based apps are persistent, easy to deploy and free to create. This browser-based app resides in the browser, essentially following consumers wherever they go. Now your brand can be in front of your customers every time they fire up their computer. Valuable interactions are just one click away.
 
The anatomy of a browser-based app
The argument for a browser-based app is a strong one. Imagine the ability to take any website functionality and condense it into a single app that sits in the chrome of any browser. Retailers no longer have to wait for consumers to come to their website, or even their store! A browser app is highly versatile and very customizable. A word to the wise: PLAN.  Each app should be thought out before it is created. What elements of your site work best? What are you trying to accomplish? Are you trying to close a sale? Create a dialogue? What new content will keep them coming back? Once clearly defined, it is time to create the app. A few tips: include a strong call to action, offer produce reviews from other shoppers, include detailed product specifications, and make the e-commerce transaction simple. Also – very important – provide Facebook and Twitter connect functionality so that users can share what they have found and bought.
 
Getting an app noticed
Once you have defined, and designed your browser based-app you should consider how to promote. For instance, you should put the app on the home page of your website. It might seem obvious but too often businesses make the mistake of burying their app within the website. You want to think like a first time visitor and get that app front and center. You can also spread the word via other marketing channels, such as email marketing campaigns and social media networks.
With a public that is willing to buy again, and tools that level the playing field, small retailers can get out there and attract and retain customers as well as the largest brands. By taking a few easy steps and deploying browser-based apps, the great potential for small business retailers in 2011 can become a reality.

Adam Boyden, President of Conduit
www.conduit.com
©2011 Author retains copyright ownership. All Rights Reserved.
Print page