“iPhone users everywhere rejoiced when Apple added the passcode fingerprint scan,” says Paley. “Expect more in this area as marketers embrace the potential.” Ecommerce security can particularly benefit from biometrics, he says – MasterCard, for example, is working to allow customers to complete ecommerce transactions with just a selfie, he explains, while Visa has introduced a specification that can authenticate EMV chip card transactions using multiple forms of biometrics.
3. Mobile ecommerce boom
Mobile phones may not be no longer be cutting-edge, but the boom in mobile e-commerce certainly is, thanks to improved technologies and strategies. By the end of 2016, 25 percent of all retail ecommerce sales in the United States will take place via mobile devices, according to eMarketer.
“The real estate on the device screen has gotten bigger, particularly in the iPhone 6, driving increased success for retailers,” says Elana Anderson, senior vice president of worldwide marketing at omnichannel commerce platform Demandware. Mobile smartphones – not tablets – drove 94 percent of the growth in shopping visits and 74% of basket creation growth, according to Demandware’s Q2 Shopping Index. “Also, retail strategies are now focused on a mobile-first consumer experience, whether it’s responsive design or increased speed,” she says. “All of that is contributing to the growth.”
4. Social networks as shopping platforms
Turns out social networks are about more than just spreading the word. Over the past year, social giants Twitter, Facebook and Pinterest have all experimented with direct “Buy” buttons on their website. For instance, Twitter tested their “Buy” button in September with a small group of sellers and are now said to be teaming up with Shopify, which has about 100,000 merchants, and other ecommerce software companies.
Pinterest’s “buyable” button, launched with Demandware, recently launched on the iPhone and iPad, allowing users to purchase without leaving the Pinterest app. “We literally had our consumers lining up, there is a lot of excitement regarding social commerce,” says Anderson. “Retailers and consumers want to remove as much friction from the buying process as possible.”
5. Digital in the store
You don’t need to leave a physical store to get your digital fix. Instead, retailers are leveraging a wide array of in-store technologies meant to draw consumers in the door. “The physical store is on the cusp of significant transformation and disruption,” says Demandware’s Anderson.
For example, retailers and brands such as Ugg Australia, Uniqlo and Neiman Marcus are using “magic” or “memory” mirror technologies, using RFID tags, which allow customers to try on virtual outfits in different colors and styles. Rebecca Minkoff has added text messaging and touch screen features in her stores that allow consumers to order drinks, browse the store catalog, and easily interact with store associates. Finally, Bloomingdale’s has experimented with mounting iPads in fitting rooms to allow customers to ask for help, read reviews and see what sizes are in stock.
“There’s a ton of experimentation with digital across the board,” says Anderson. “It’s really about serving the customer from the online experience out of the store all the way through the store.”
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