Mobile has surpassed desktop in both search volume and ad spend, prompting L2’s Best of Mobile report to predict that this will be the year mobile becomes every brand’s top priority. As mobile grows in importance, a handful of brands represent the forefront of innovation.
As retailers adapt to the changing e-commerce landscape, guided selling continues to present an obstacle: just 4% of Specialty Retail brands have a shoppable diagnostic quiz on their site. Sephora is an exception, continually launching envelope-pushing tools like the “Beauty Uncomplicator,” in which users fill in blanks to receive product recommendations. The retailer has also implemented a Tinder-esque series of product images; users can swipe to indicate interest and save the products to buy later.
Burberry is one of a handful of Fashion brands offering customer service features on both its mobile site and social platforms. On the site, the store locator is featured prominently, while customer service features in the header and main menu make it easy for shoppers to track orders, view size guides, and call the customer service hotline. Meanwhile, Burberry uses its Facebook chatbot to instantly address customer inquiries. If the bot fails to answer the question correctly on the first attempt, users can chat with a brand consultant.
With most beer still sold in stores and bars, B2B platform Tapwiser streamlines the purchase process for those purveyors by allowing them to order quickly through the app instead of from a sales representative. The app also displays information such as sales trends and order analytics. AB InBev has also taken steps to enter the growing on-demand delivery service market, such as by launching the Bud Light Button, a one-tap beer delivery app with a seamless ordering process.