Shopping from mobile devices is booming, with the iPad in particular a fast-rising star, accounting for 90% of all mobile revenue by at least one recent industry report. Tablets are quite different from smartphones and retailers should design shopping pages differently for the two types of mobile devices, says Scott Cohn, vice president of merchandising and sales at BakersShoes.com. Cohn will address the topic at Internet Retailer’s Mobile Marketing & Commerce Forum 2012 in San Diego in October in a session entitled “What retailers and marketers need to know about the iPad.”
Despite the differences in how consumers use tablets versus smartphone, retailers like Baker Shoes are finding that some design and marketing tactics used for smartphone sites and apps can guide tablet efforts—and that the lessons learned from designing sites for desktop users also can apply. Cohn will discuss those lessons as well as how the iPad is changing the way customers interact with retailers. “I will be sharing insights on how we have evolved our mobile commerce strategy to capitalize on the behavioral differences as compared to desktop and smartphone users,” Cohn says.
Mobile sales, including tablet sales, in the United States will increase 60% from an estimated $10.7 billion in 2011 to a projected $17.1 billion in 2012, according to estimates by Internet Retailer. Cohn says he will talk with session attendees about the m-commerce lessons learned by Baker, and the challenges of working with tablets. “They will gain a good sense of how to determine whether an app or tablet-enhanced instance of their site is better for their type of online presence,” he says.
Internet Retailer’s editors asked Cohn to speak because of his 20 years of experience in retail and his leadership in bringing e-commerce and mobile commerce to Bakers Footwear Group. Bakers Shoes’ award-winning mobile site was among the first independently built, fully transactional m-commerce sites.