The retail industry operates in an increasingly digital world, and mobile technology keeps making that world larger and smaller. Deloitte has estimated that mobile activity influenced 64 cents for every dollar spent in retail outlets in 2015, and the mobile trend is only going to grow.

Four out of five cellphone users in the U.S. now carry smartphones, according to Neilsen; two out of three used their device to research gifts during the 2015 holiday season. Holiday purchases made via smartphones rose 50 percent last year, according to Retail Today, significantly outpacing the 20 percent growth in overall online holiday sales.

Mobile commerce offers retailers another channel to reach their audience —one that’s almost always on. A lot of stores, though, have been slow to cater to consumers’ mobile wishes. To help retailers adapt to this evolving landscape, the following the five largest demands of mobile shoppers:

1. Convenience

Like any customer, mobile shoppers are voluntarily giving you attention; make them feel welcome and wanted by taking these steps:

  • Give them easy access to the information they need to make a decision
  • Make the mobile purchase flow—from the product page to the “Confirm Order” button—quick and painless
  • Equip your checkout registers with mobile scanners, or:
  • Install near field communication (NFC) technology so they can pay with their smartphones

2. A Seamless Shopping Experience  

Shoppers want to move from their desktop to their laptop and tablet without skipping a beat—or being thrown a curve. Embrace an omnichannel approach that offers customers consistent prices, high-quality services and flawless functionality—no matter when, where or how they enter your orbit.

3. Shopping Experience Personalized by Browser Behavior

Mobile users want you to recognize their individual needs, tastes and interests. When they arrive on your site, make sure you remember them from previous visits.

Show them the latest version of a line they browsed in the past, for instance. When you have a sale that might appeal to them, let them know. In exchange for the right incentives, they’ll willingly give you the information you need to make this happen and reward you with greater loyalty.

4. Millennial Shoppers Expect Social Engagement

It’s not enough to get mobile users to “like” or “follow” your brand; you have to give them reasons to pay continued attention. Offer them exclusive deals from your social media platforms to keep them coming back.

Millennials are the most active mobile shoppers and the most eager consumers of social media. While they aren’t yet the most affluent demographic, give them time. According to Accenture, by 2020 they’ll be spending $1.4 trillion a year—comprising about 30 percent of retail sales. Establishing a connection now is critical to your long-term success.

5. Faster Deliveries

Mobile commerce and the recent expansion of one-hour delivery services are changing customer expectations. More consumers now want instant—or near-instant—gratification.

Fortunately, for many retailers, an average of 87 percent of shoppers still prefer free shipping to fast shipping, according to Deloitte. However, with drones and other robotic deliveries on the horizon, you have to fulfill orders quickly enough to satisfy your customers’ wishes and help you compete with bigger, better-funded retailers.

Ecommerce offers consumers a global marketplace, and thanks to advances in mobile technology, they can now shop from almost anywhere.  If they can’t find everything they want from you, it’s easy for them to go elsewhere. By catering to their mobile wishes, though, you can ensure they’ll call on you when they’re in the market.

If you’d like to discuss your digital marketing strategy, email our team.