How to fail in m-commerce without really trying

January 8, 2015 03:27 PM

Whether you realize it or not, a giant chunk of your customers are interacting with your company on mobile devices. And not just directly on your web site or in your app. They're interacting with your company on mobile in all kinds of ways and in all kinds of places. Again, whether you realize it or not.

Case in point: Puffs facial tissue. Take a gander at the accompanying image. So, guess where Puffs, in its infinite wisdom, chose to put the bar code for this box of facial tissue? I looked and looked and looked, but couldn't find it. Then it hit me: Puffs put the bar code on the piece of the box above the tissue dispenser opening. The piece of the box you rip off and throw away. Smooth move, ex-lax.

Why the pointed sarcasm, you ask? Well, I was trying to load my shopping cart in the Peapod LLC iPhone app. I was in my washroom in front of my chimney cabinet, quasi-standing, one foot on the ground and one knee on my knee walker, as I am recovering from ankle surgery. And I had my iPhone in one hand and the Puffs box in my other hand. So, given my injury, I was in a rather precarious stance that I did not want to be in for long.

But, no bar code. It was in the trash...last week! I had to put the Puffs box back in the cabinet, use both hands on the iPhone, type "Puffs facial tissue" into the search box, hit Search, hit the Buy button. All that instead of a no-touch scan. That would have aggravated me even if I wasn't in that precarious post-surgical position.

Do you want your company's mobile customers to be happy or aggravated? Happy, you say? Then tell EVERYONE in your company to think mobile-first. Yes, packaging designers, too. (You'll note that I have not limited myself to only using the term "retailer" in this piece, instead using "company." Point taken?)

On a related note, 70% of Wal-Mart Stores Inc.'s online traffic during the five days between Thanksgiving and Cyber Monday stemmed from mobile devices. 70%! Point taken?




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