What will todays 1 year old want when they buy a car?!

I’d like to think that my little cousin is ecstatic about me visiting because he loves me to bits :) but I think the reality is he loves my iPad more!!  I’m really in trouble when his 3 year old brother get his hands on it or worse still my phone!!  This is the reality of ‘digital kids’.  They’re growing up with the benchmark of tablet functionality so pretty much expect nothing less.  So what will their technology expectations be when they drive their first car?

According to Intel’s Staci Palmer, by 2013 the car is predicted to be the third most connected place people spend time and by 2016 there will another crucial factor in the purchase decision: how connected is my car!  Because of this, in The Telegraph’s article The connected car: coming to your street soon  it’s reported Intel has invested $100m over the next three to five years to act as a catalyst for innovation and to build relationships with manufacturers.

As we know technology is reshaping the way we research, engage, connect and purchase.  The question is will the gap increase between the digital experience manufacturers and dealers offer and what customers expect?  It’s one thing looking ahead to what todays one year old will expect (and rightly so), but at the moment so many fall short of even the basics in providing todays customer with an optimised multi-device and location experience.  In the UK its reported that 70% of businesses are not mobile optimised – shocking!  According to IAB research, if your mobile site hasn’t loaded within 3 seconds your customer has gone to a competitor!  It’s becoming more important that the online showroom experience is more consistent with the offline bricks-and-mortar showroom experience.  Are you turning away potential customers online?

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Would you close your doors for business for 2 days out the week?

I’m certain we all know the answer to that – NO!  What a stupid question you may say… True, but many retailers are unwittingly doing just that.

According to the Internet Advertising Bureau (IAB) retailers without mobile optimised sites are losing out on nearly one-third of business based on new m-commerce research.  Alex Kozloff, Senior Mobile Manager at the IAB, describes this as businesses effectively closing their doors for two days out of the week.

Asked if a retailer’s website was not working on their mobile device, respondents answers were as follows:

  •  20% would buy from a competitors mobile site
  •   8% wouldn’t bother at all
  •   2% “other”

We can see from these stats that if your customers will benefit from your lost sales if your mobile site doesn’t measure up.  Survey also showed 40% of users believe m-commerce is the easiest way to buy products and services, so it’s less about experimenting with new technology and more expected service from brands.

In my blog on key learnings from Mary Porta’s retail review it’s evident that mobile is a key factor for changing the retail landscape.  In November Google launched ‘GoMo’ their mobile push for retailers to mobile optimise and those with well optimised mobile sites will benefit from higher mobile search rankings

“Consumers are ahead of the industry and clearly want to use mobile optimised sites to purchase products, so the solution lies with the retailers,” say Kozloff.  Does your mobile solution measure up?

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