It’s the most, won-der-ful time of the year…for mobile

December 15, 2016 Insights Editor

Is your mobile commerce channel optimized to drive revenue and mitigate fraud?

Consumers love their mobile devices, and no time is it more evident than during the holidays when retail sales soar across mobile channels. In 2015, holiday sales from smartphones and tablets grew by more than 25 percent over 2014, to represent nearly one-third of all online holiday sales, according to the National Retail Federation’s (NRF) 2016 Retail Holiday Planning Playbook.1 Likewise, more searches are coming from mobile, with 56 percent of searches that resulted in a click on a top retail site originating from smartphones or tablets, according to the NRF.2

The future looks even brighter. eCommerce experts predict that mobile revenues will soon exceed desktop revenues. By 2017 mobile shares of global eCommerce are expected to reach 70 percent, up from 40 percent in 2015, according to digital retail advertising provider, Criteo.3

Increased online shopping can bring increased risk

As more holiday shoppers shift toward mobile channels, it’s creating new opportunity for retailers—and increased risk. Many factors contribute to a successful mobile sales strategy, yet the transaction itself can be the ultimate “dealmaker” or “dealbreaker” for many consumers. Only a small portion of U.S. consumers—an estimated 12.7 percent—would use a mobile device to pay for a transaction in 2015, according to the NRF.4

Case in point, shopping cart abandonment remains exceptionally high on mobile, often due to difficulties with data entry—entering too much information on a small phone screen—and security concerns. Industry experts report that an estimated 40 percent of annual online fraud happens between October and December.5 What’s more, the new card chip technology designed to protect consumers making in-store purchases may inadvertently push more fraud into online and mobile channels.

New technology can help combat fraud and transaction abandonment

In order to securely and efficiently complete more mobile transactions and increase their share of mobile eCommerce, retailers must optimize their mobile channel technology. Advanced tools are available today that can be quickly configured, implemented and integrated to help businesses see fast results.

For instance, InstaTouch® ID, a consumer identity and authentication service powered by MobileConnect from Equifax, is helping change the mobile eCommerce game from the start, at the point of acquisition. It works by reducing areas of friction that can drive consumers to abandon mobile transactions. Drawing on credit file information and alternative data sources, InstaTouch ID helps identify the consumer and their mobile device in real-time to authenticate the user and automatically pre-fill form fields with their information. This helps with identification of potential fraudulent transactions, while required customer data input often shrinks from multiple screens to much fewer fields—and minus the typos associated with keying information on mobile devices.

If this holiday season isn’t turning out to be “the most wonderful time of the year” for your retail business, due to mobile sales that aren’t increasing or aren’t on pace with industry expectations, it might be time to strengthen your point-of-sale mobile technology.

For more information about InstaTouch ID, download this informative brochure:  http://www.equifax.com/assets/USCIS/mobileCommerce_ps.pdf. To learn more about how Equifax is helping retail businesses around the world increase sales revenue through intelligent marketing across all business channels while helping identify potential fraud, please visit us at: http://www.equifax.com/business/retail-and-wholesale-trade

References:
1 https://nrf.com/media/press-releases/national-retail-federation-forecasts-holiday-sales-increase-36
2 https://nrf.com/media/press-releases/national-retail-federation-forecasts-holiday-sales-increase-36
3 http://www.outerboxdesign.com/web-design-articles/mobile-ecommerce-statistics
4 https://nrf.com/media/press-releases/national-retail-federation-forecasts-holiday-sales-increase-36
5https://www.cnet.com/news/tis-the-season-to-be-fraud-y-cyber-mondays-a-holiday-for-hackers-too/

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