Site design and business strategy need to center on mobile devices and deliver meaningful content to consumers.
Retailers have to focus on reaching consumers on their mobile devices, says Soren Mills, chief marketing officer for Newegg North America, who spoke Tuesday at the IRCE Focus: Digital Design conference in Los Angeles.
And, at the same time, online merchants have to distinguish their sites; the web-only electronics retailer weaves content and community to recreate the specialty store experience in an online setting. Newegg Inc., No. 17 in the Internet Retailer 2014 Top 500 Guide, sells products in 11 countries, and as mobile traffic begins to surpass desktop traffic, companies have to think differently about how they develop their mobile sites and apps because the days of trying to stuff content from an entire website into a mobile site or app are gone, Mills said. In India, Flipkart Ltd., a web-only mass merchant and online marketplace operator, gets about 80% of its traffic and about 60% of sales from mobile, so it might make sense for the company to take a mobile-only approach, he said.
For Newegg, mobile sales increased 54% in 2014, and 24% of the company’s traffic came from mobile devices. But that doesn’t mean Newegg focuses its design solely on handheld mobile devices. Newegg, which is based in City of Industry, Calif., in August debuted what it calls the Newegg Express, a van that provides same-day delivery to consumers in the Los Angeles market.