Rethinking Mobile Engagement Online and In Store

December 11, 2014

By: Marketing Team,


Rethinking Mobile Engagement Online and In Store

If you missed the Rethinking Mobile Engagement Online and In-store webinar, you missed some enlightening information on best practices and lessons learned from a mobile-first redesign.

Moderated by Don Davis, Editor-in-Chief of Internet Retailer, the webinar featured:

The engaging webinar revealed that if your business isn’t investing in a mobile eCommerce solution, you’re basically pushing potential customers to your competitors’ websites. Although mobile still doesn’t top the user experience with eCommerce websites, 26% of shoppers find mobile shopping easy, and eBay Enterprise reports that 40% of shoppers use more than one device to evaluate the same item.

What do these statistics mean? They show that consumers are turning to mobile devices to buy items online. And these numbers are only going to grow. What if you could have that 26% of shoppers while competitors struggle to catch up to this new and growing trend?

A Real-World Example

Emily Culp of Rebecca Minkoff recently helped launch a new, fully responsive eCommerce website, and a digital in-store experience tied to an app and the responsive design eCommerce site. Understanding the Rebecca Minkoff customer was their first and foremost consideration. They found that they’re complex, passionate, conscientious, whimsical, and constantly connected. They value an entrepreneurial spirit that comes to life with Rebecca Minkoff’s tech-forward approach.

Rebecca Minkoff wanted to empower customers to decide what type of experience they wanted to have with the brand—whether it was on a phone, tablet, desktop, or in-store. And after digging deeper into the customer experience, Rebecca Minkoff discovered that customers found the simplicity of the mobile site easier to use.

To better support the omnichannel vision, Rebecca Minkoff created a responsive eCommerce site that acts as the core, connecting different channels—seamlessly delivering every channel experience that a customer might want. Their new site empowers their customers, provides true value, and removes friction points so they can learn about Rebecca Minkoff’s products and ultimately buy from them.

Responsive Design

New devices with new screen sizes are being developed every day, and each of these devices may vary in size, functionality, and even color. Because responsive websites like Rebecca Minkoff's adapt to fit any screen size—with an experience and a layout suited to each—the approach is future-friendly. A mobile eCommerce responsive design enables:

  • One design—optimized for all devices

  • Faster time to market

  • Lower ongoing maintenance costs

  • SEO benefits

A responsive design improves maintenance costs because you no longer have to manage, develop, and test multiple code bases. There are many SEO benefits to a responsive design as well. Google likes the fact that responsive design sites have one URL and the same HTML—regardless of device—which makes it easier and more efficient for Google to crawl, index, and organize content.

How to Do Responsive Design Right

Every successful mobile eCommerce solution uses a responsive design that:

  • Defines clear goals

  • Prioritizes important information

  • Connects experiences visually and at the data level

When you’re considering a mobile eCommerce solution, you need to look within your company and discover and leverage your:

  • Brand’s aesthetic

  • Technology

  • Content

  • Historical data

  • Company culture

  • Industry experience and know what competitors are doing

  • Knowledge of your prospects/customers and deliver products/services they want

As with any redesigned website, you need to start by setting measurable goals. Who is your target audience and what will they respond to? Why would they want to buy from you? How does your product or service outperform your competitors?

Making your site mobile and responsive can be complicated. Prioritize your approach to responsive by thinking of the small screen first. It forces you to prioritize the most important information and interactions first, and let that hierarchy define the site’s structure.

A great responsive mobile eCommerce solution connects all of your digital experiences, not just virtually, but at the data level as well. It streamlines the process of creating and maintaining a visually seamless, cohesive experience across all devices and channels. You can then focus on connecting the experience at the data level to deliver consistent personalized experiences as well.

Sign Me Up for Mobile! Now What?

Creating a mobile eCommerce solution takes as much planning as it does execution. The new responsive reference theme in Magento Enterprise Edition 1.14 and Community Edition 1.9 saves you time and money in creating an effective responsive experience for your prospects and customers. For more information on leveraging mobile eCommerce solutions the right way, watch the webinar.