Mobile Commerce Strategy and Tactics

When designing for mobile commerce, aside from the decision to deliver the experience via the mobile web browser, or through a native application, businesses must decide how to design the best "eCommerce" user experience; an experience that satisfies mobile use cases, both in, and out, of the store. The first step of this Design process should be to analyze the modern day, "shopping cycle", in general. How do shoppers of a particular brand (and competitor brands) currently use their mobile devices to support each phase of this cycle?  

1. Discovery - finding products  

2. Engagement -contextualizing products

3. Conversion - buying products

4. Reward - getting incentives to shop frequently Next, the business must decide whether their mobile experience is more likely to be discovered via mobile search, or will consumers be likely to download an app? Much of this decision also depends on whether the business wishes to take advantage of features of the device, that cannot be accessed via a mobile web, browser-based, experience. The following infographic visualizes the mobile shopping cycle, in four phases, and suggests tactics to support shoppers, at each phase.