The Ultimate Guide to For today’s businesses who want to grow faster

1 The Ultimate Guide to Mobile Commerce

Contents

3. What is mCommerce? 4. Overview 5. The 6. The evolution of mobile shopping 7. Merging of payment worlds 8. Case study: Dermacia 9. Sage One: empowering businesses on the go 10. 5 Reasons to go responsive 11. Responsive payment pages 12. mCommerce strategy

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What is mobile commerce (mCommerce)? % Over the last few years, the line between 3. Money transfer agents 88 offline and online has blurred significantly. Allow customers to transfer money between of retailers believe With the likes of now fusing virtual accounts via a better mobile mobile payments with face to face % functionality, mCommerce can be divided 4. Mobile optimisation experience drives 46 in-store sales into five different types: Where your website is browsable on a mobile device of retailers do not 1. Mobile card readers have responsive Where a mobile is converted into a card 5. Mobile apps web design reader via acquisition device, inserted into A programme designed to run on the phone’s headphone jack , tablets and other mobile devices 2. Mobile wallets that uses existing payment systems (e.g. credit cards) in smartphone apps % 40 of eCommerce sales are from mobile devices

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Overview Mobile commerce has truly reached a tipping point

Growing at 36% and known as next lifestyle and pertinently, when it comes generation eCommerce, mCommerce is fast to shopping, consumers are now used to becoming part of every business’ expansion shopping whenever they want, however they plan. want.

Convenience and time have become a Mobile shopping has consumer driven commodity and businesses become a significant part are locking horns to buy it. Giving consumers the ability to buy via mobile device – of modern consumer smartphone or tablet – is a powerful move buying behaviour, where but one where only simplicity wins the race. FINGER PRINT ANDROID APPLE PAY a continued demand for What has powered mCommerce? convenience has led to the The popularity of mobile shopping hasn’t been reached through innovation within progression from shopping the payments industry, but instead mainly on the high street or desktop through the adoption of the smartphone. We’re now looking at a new wave of digital to the palm of a hand. shopping trends, like the adoption of retail apps and eWallets as well as contactless A natural move when you consider that 66% functionalities like Apple Pay and Android Pay WIRELESS MOBILE TABLET of consumers take their smartphones to bed that are merging the face to face payments with them, and pick their smartphone on market with mobile. average about 200 times every day. In this eBook we’ll look at the key mobile The UK is a nation obsessed with technology. trends and how offering This, in turn, has powered a different methods can fuel as well as future-proof your approach to how we spend. Advances in business technology has afforded us an ‘as and when’

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The Smartphone

From a consumer perspective, mCommerce Thanks to these advances in technology, has already moved past the adoption stage. consumers are now more confident than Latest figures from IMRG detail that four in ever when using their smartphone to make % + every 10 (40 ) of the UK’s online retail sales purchases. £ are completed on either a smartphone or tablet. mCommerce is certainly growing With 34% of consumers shopping over three % in popularity – this 40 is an increase from different channels, there’s no doubt that MOBILE SPENDING 2014’s 32%. Purchases via smartphone, and for businesses operating in the retail and not tablet, have increased by 5% from last hospitality industries especially, this shift in year – a small yet significant increase. consumer shopping habits is apparent.

For businesses, mCommerce is now What about tablets? = synonymous with the adoption and appeal of Tablets were once thought to be the the smartphone. undisputed future of the mCommerce scene. However, smartphone users outnumber 70% of the UK now own one; whether it’s tablet users in almost every country. Android, Apple or , there’s no doubt that the once simple communication device Smart retailers and businesses have taken has quickly morphed. Smartphones are a massive steps towards improving their social tool which we use to connect to the mobile platform, making them more world, engage with through multi-media and user-friendly and secure. This is key now shop. to delivering a solid and successful mCommerce strategy MOBILE COMMERCE

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The evolution of mobile TOP 3 MOBILE PURCHASES: shopping 1. 2. 3.

Smartphones have powered a multi- Shopping has evolved into channel hopping channel consumption model and evolved and information-based buying, where the the shopping process. Consumers now consumer always buys at their convenience. research on their mobiles, and either buy on The most convenient channel always wins – Films, music and another channel or check-out via mobile too. and that is rapidly becoming mobile. Clothes Electronics games

44% of successful 2015: Mobile 20m UK adults will use their businesses have a spending is mobiles to pay for goods growing at 36% by 2020 2008 2015 2015 Google released Android, A third of SMEs are 19% of companies offer which can be licensed by any planning to invest in payment via social media manufacturer mobile apps

2007 2015 2015 The Apple iPhone is Apple Pay launches, fusing Mobile payment apps, like considered to be the first real mobile and face to face Pay by bank (Zapp), launch, smartphone, giving consumers payments which allows real-time mobile computer functionality payments 91% of the world’s By 2020, mobile payments population has a will represent 1.4% of total consumer spending

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Merging of payment worlds: face to face & mobile Mobile is no longer restricted to mCommerce Benefits of offering consumers the to Apple Pay and eCommerce. The physical handsets buy in-store or online via a tablet in-store: Having a major player like Apple breaking are becoming part of the face to face into the payments market earlier in 2015 payments world as emerging players like Contactless means a few things: Apple and Android introduce in-store mobile The single tap payment, made via card functionality, where customers pay for goods terminal with a debit or has fast • Fingerprint technology has the potential via an app. become a consumer favourite as demand to become popularised for convenient ways to pay increases. The • A form of contactless payment, Apple Consumer demands and channel momentum at which consumers have Pay bridges the gap between face to face integration adopted contactless payments is undeniable payments and mobile technology with an increase of 275% over the last year Consumers expect businesses to deliver simple mobile payment experiences. The alone. Benefits for merchants: complexity of shopping on the go has to be minimised. mCommerce isn’t just about Keen to capitalise on the adoption of • Contactless payments via being able to buy via mobile device, but contactless, major players Apple and is ideal for businesses who deal with the process is part of a wider, integrated Android have released their own contactless frequent, low value transactions (£30) picture; from receiving in-store notifications payments technology – Apple Pay and about offers and discounts, to services like Android Pay. • Queue times are reduced prescription refill messages, the integration • No additional set up required – terminals between offline and online worlds is now a come preprogramed consumer expectation from the payments industry. • Accept contactless payments from all major debit and credit cards and apps like Apple Pay & Android Pay

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Mobile Case Study: Dermacia

The Challenge Dermacia is a family-run As a traditional London pharmacy, ‘We took over an old health and beauty Dermacia’s existing technology felt out of pharmacy in Islington in date and inadequate - no longer reflecting business, with both a the needs of their business nor their early 2014. It was in a physical premises based in customers. Inefficient systems needed changing - to be replaced by a solution that great location but the London and website run was much more cost effective and existing technology was on the Magento advanced. extremely out of date and The Solution eCommerce platform. Enterprise grade ePOS solution from Sage insecure. It relied on old Pay and it’s Platinum Partner eBizmarts, which uses an iPad and a wireless card tills that were costly and Customer machine to take in-store payments and is Dermacia inefficient to run. fully integrated with the Magento platform. Industry This solution enables Dermacia’s operation Products often went Pharmaceuticals to be fully omnichannel, creating a seamless mysteriously missing experience, both online and in-store. Using Location iPads allows Dermacia to sync products, from the stocking lists, London pricing, promotions, customers and stock, Product through a cost-effective, flexible and and the tills themselves Sage Pay Cloud Connect via Integrated real-time solution. actually ceased to work Payment Solutions The Result after a while. It gave us Result Integrated and flexible technology driving Integrated and flexible technology sales. the opportunity to find a driving sales slicker, more technically advanced solution for taking our payments.’ Angelo Alexandrou Dermacia

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Sage One: Empowering businesses on the go

Apps now account for 86% of consumer time Sage One: For businesses on-the-go spent on mobile devices, and while they Today, business stops for no one; whether might not be shopping all the time, social we’re working from home, on the train, or in sharing and engagement has afforded the transit between flights, there’s no reason buying public increased familiarity with why meetings can’t go ahead and work applications. Main high street banks have shouldn’t be completed. released their own apps for Sage One provides business people, and now it’s becoming much more usual to whatever your industry, with viable on-the- conduct business via app – a practical go online accounting and payroll solutions solution for those on the go. that ensures it’s business as usual every day. The benefits of mobile working Cloud-based so you can your Mobile working helps you make efficient use business systems from anywhere, anytime, of your time. Travelling time becomes using any Internet-enabled device including productive as you can work on the train, or laptops, mobiles or tablets, Sage One works quickly catch up with outstanding orders on PCs, Macs, Android and iOS. Simply and invoices as you wait for a bus, taxi or download the app and you’ll be able to do local tram service. things like integrate your bank With mobile apps and online access you can reconciliations in Sage One. send out invoices or check performances Power your business with Sage One with just a few screen taps. • Work anywhere Turning up for a meeting with a customer or • Collaborate with your account – share app supplier with all your business details at your access fingertips can help create a confident • We keep all your data secure impression and secure a better deal. • Stay compliant – you’re always up-to-date When you’re busy juggling lots of different with the latest legislation tasks, mobile working can really help you • Free 24/7, web chat advice save time, work more efficiently and add • No training necessary – Sage One is easy to value to your bottom line. use, so no experience is necessary. Get started today.

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Responsive payment pages

Mobile shopping – whether via smartphone Responsive web design provides an optimal or tablet – has increased dramatically over viewing and interaction experience – easy the past few years and is driving the need for reading, minimal resizing and scrolling businesses to adopt a mobile-first mindset. across a range of devices. Smart businesses The latest mobile purchasing trends reflect a are investing in building websites to deliver new breed of channel agnostic consumer mobile-optimised user journeys with that is set to grow and grow. Where you responsive payment pages that support a might see multiple channels and purchasing smooth check-out process and can boost streams, your customers see just one. revenue. Delivering a consistent brand experience Benefits of choosing Sage Pay has now become essential towards providing • No extra set up is required a customer experience that answers these • Works with all major operating systems key mobile purchasing trends. One in every • Retain all features and payments five people own a smartphone. functionality including being able to accept payments in 25+ currencies and PayPal Smart businesses are investing in building • Gain traction and loyalty with your websites to deliver mobile-optimised user customers journeys with responsive payment pages • Give your customers a seamless payment that support a smooth check-out process experience and can boost revenue.

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5 reasons to go responsive III Some websites already receive more than 30% of their traffic from mobile devices II Mobile shopping is V growing at nearly 4x % the rate of overall online 34 of consumers shop spending in the UK over three channels, IV and spend 10x more Google now favours than those who do not. mobile optimised A smooth checkout websites, which means page is key to aiding I this purchasing trend. these pages appear Moblie payments are first in the SERPs now more popular than (search engine cash payments results page)

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Mobile strategy should not be standalone, Simplicity wins the race but be integrated into your business’ overall Keep mobile pages clean and simple – clutter strategy. There are, however, a few mobile and unnecessary information detracts and specific areas you can focus on to ensure pushes potential customers away. that your customers are met with a slick and Limit text consistent brand experience when they open Use drop-down menus, pre-populated fields your app, or view your website on a mobile and checklists to minimise the amount of device. Here are some tips and things to text on screen. consider when reviewing your current or future mobile performance: SEO Google now favours mobile optimised Speed & responsive payment pages websites, placing them on top of the SERPs. For every 100 millisecond delay in opening a Always be mindful of search and what will webpage, is a 1% decrease in sales. Increasing bring your customers to your mobile site – do your website’s speed will decrease bounce your keyword research. rates and improve the user experience. Conversion Imagery Shopping carts should always be visible – top Always use high quality images to right is traditionally the best position. strengthen both the layout and customer loyalty. Redirect & app download prompts If a shopper is visiting from a mobile or Navigation tablet, automatically redirect them to the Use clear calls to action and ensure all links mobile version of your site. and buttons are user friendly.

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