Computer electronics retailer Dell Inc. has been an mCommerce leader for years. The company has optimised and created applications for smartphone and tablet shoppers as well as incorporating various innovative elements into its marketing approach. Dell’s mobile commerce chief, Brandon McGee, is determined to stay one step ahead of avid mobile users and has been invited to deliver a keynote address at the Internet Retailer Conference & Exhibition 2013, to be held in Chicago this week.
But what helps Dell stay ahead of the game?
Last year, Dell developed special tablet-optimised digital catalogues and mobile commerce sites. These were hosted on Dell.com and used HTML5 programming language so that any consumer, regardless of their mobile browser, can view them. The user can tap on any item in the digital catalogue to learn more, whilst the “Customise” or “Buy” buttons link to the product detail pages on the eCommerce site.
Dell also redesigned its main mobile commerce site, enhancing user navigation and incorporating HTML5 technology. It included a variety of innovative features including: a ‘shopping assistant’ to help consumers pick the right computer system, options for social sharing, mobile live chat and product comparison. The new mobile homepage also features easy-to-navigate tiles for all product sets. The company also expanded the ‘shopping assistant’ feature to allow customers to filter product specifications, such as memory options or type of processor, therefore generating a list of products fitting their criteria.
Is Dell a leading example of what retailers need to be doing to keep up with growing consumer demands for mobile shopping? What are your views? Let Complete Savings know today.