The days of a shopper making a purchase in only one way are long gone. The good news for retailers, whether physical or online, is there are a lot of shoppers. For example, more than 150 million people said they shopped either in stores or online during one holiday weekend last year, according to the National Retail Federation. But the continuing challenge is not to determine if they shop but rather how they shop, which is evolving.
One of the key drivers of mobile payments is recurring use. The idea of getting someone to use a mobile phone to pay for something at a retail store visited maybe once or twice a month is a tough one. It's just not enough of a benefit to change paying habits for something that happens once in a while. But for recurring events -- those that happen on a relatively frequent and repetitive basis -- mobile payments make sense.
The in-store mobile activity of shoppers is not slowing. And based on multiple viewpoints, issues related to price are top of mind. Those pricing issues also are not related to mobile payments, which are hardly the mobile commerce area to be considered hot.
One of the big promises of mobile has been personalization. Highly relevant messaging delivered at just the right shopping moment was supposed to be just the ticket. Shoppers actually see personalization as a way to get them to buy more. Sellers pretty much see it the same way, but that's not where they are actually placing their bets, according to a report just out.