view_from_the_topI know I sound like a broken record, but providing a good mobile experience for consumers is more important than ever as more people are using their smartphones to make purchases.

Over the last year, there’s been a dramatic increase in the frequency of smartphone shopping, based on a new study. According to the survey of 1,000 U.S. consumers conducted by research company Ipsos for Bronto Software, 64 percent of consumers say they are using their smartphone to shop more frequently.

This isn’t surprising given that smartphone shopping has been on the rise, but the more significant finding from the report is that the frequency of shopping in physical stores has not kept pace and in fact, it has dropped.Nearly 30 percent of consumers said they shopped less frequently in a physical store. This is change from consumer that were previously using their devices to do research and get pricing info and then going into a brick and mortar store to make the actual purchase

Because so many consumers are making their purchases with a mobile device, most also want their communication with companies and services they buy to interact with them using that device as well.

That means that it’s becoming more important to consumers to receive an alert that their payment has been processed or their order has shipped or notice of any transactions they may have with a business.

And while email has emerged as a standard delivery mechanism for these messages, more consumers are looking for companies to also offer text-based communications to interact and engage.

According to Forrester Research, there are now more than 200 million smartphones in the U.S., and the average consumer picks up or glances at their phone 150 to 200 times each day. With nearly two in three Americans owning and constantly checking this device, transactional messages add value for consumers because they are personalized and include relevant and time-sensitive information.

To keep pace with shifting consumer behavior, companies need automated solutions to deliver transactional messages across mobile channels in real time, at scale and with speed, notes the report. Mobile channels are more immediate and impactful than email, according to the Forrester study.

By making the move to mobile, companies can significantly improve the effectiveness of their transactional messaging strategy and mobilize service-based touch points such as:

  • Order confirmations
  • Shipping alerts
  • Delivery notifications
  • Product updates
  • Congratulatory prompts
  • Time-triggered reminders
  • Claim processing alerts
  • Serviceperson en-route
  • Real-time ticket alerts
  • Account balance updates
  • Surveys
  • Customer Satisfaction Indexing (CSI)

It’s clear that every interaction between a company and a customer impacts the customer experience. Customers highly value receiving personalized notifications containing important information in real time, and having the option to choose their preferred communication channel such as SMS, email  or mobile wallet. Ecommerce players embrace all aspects of the mobile shopping experience will be in a position to succeed.