October 10, 2017
New checkout innovations leveraging chatbots and gamification are becoming an increasingly important part of online commerce as more merchants are describing themselves as “mobile first,” according to a new report from Ingenico and InternetRetailing. But, while three-quarters of retailers agree that a frictionless mobile experience is essential in the current commerce environment and 51 percent are already investing in it, 57 percent admit their first priority still is having a responsive Website for desktop and mobile. One in five even describe mobile as an “add on” for their business, the report said.
The Impact of Innovation in the Mobile Customer Journey also looks at the importance of enabling merchants to accept online payments in news ways and where retailers are on that journey. The report noted that only 15 percent of retailers are investing in gamification of their mobile sites and 16 percent in messaging bots. Over the next two years, however, that jumps to 30 percent for gamification and 54 percent for bots. The report’s authors urged merchants to look at both technologies for payments.
“Customers are unforgiving of a poor experience and retailers are striving to make their customer journeys as frictionless as possible on mobile to avoid customer frustration and drop-off. This is especially important when it comes to traditional sticking points such as payments,” wrote Research Editor Liz Morrell. “But innovation isn’t just about improving the flow of the experience. It’s also about driving excitement and something new for the customer—encouraging loyalty, engagement and ultimately spend which is where innovations such as gamification come in.”