Mobile technology has become a major player in recent years, and it has had a lasting impact on the retail sector. However, recent reports have shown that while consumers are using their smartphones and tablets to research purchases frequently, the rate of people actually buying goods with these devices is much lower than many may think. Better understanding how people are interacting with retail stores through various channels can help merchants develop more effective marketing and sales strategies and make it easier to choose the right ecommerce software for their needs.

Mobile purchasing still lagging
A Gallup poll conducted in March 2014 revealed that most consumers prefer to purchase big ticket items worth at least $50 in-store (60 percent) or through a computer (34 percent). Only 4 percent of shoppers who participated in the survey said they had spent $50 or more using their mobile devices, whether through the retailer's website (3 percent) or mobile app (1 percent).

While purchasing through mobile channels may not be the most prominent path to the point of sale, the lower numbers suggest that there is room for improving the mobile shopping experience. For instance, the Gallup poll revealed mobile technology led to more brick-and-mortar shopping for 22 percent of survey participants.

Mobile ecommerce strategies to boost sales
Retailers with physical locations may want to capitalize on this by focusing on multichannel marketing strategies. Retail Week pointed to click-and-collect as a rising trend that retailers may want to explore. This service allows consumers to select and buy items online through their mobile device or computer. The purchase is then made available at a local brick-and-mortar location where the shopper can easily pick it up.

Retailers can also consider developing mobile-friendly websites with secure POS software that could give consumers the confidence to make larger purchases on their phones and tablets. A better mobile site experience could increase brand recognition and loyalty. According to Gallup's survey, when customers are more invested in and engaged by a brand, they tend to spend more with that retailer. Fully engaged shoppers spend about 23 percent more than the average customer. By focusing on the user experience, offering an intuitive mobile site design and increasing security at the point of sale, retailers may see a rise in mobile sales.

The fact of the matter is that mobile technology is here to stay, and while there are still kinks to be worked out in terms of mobile retail, merchants that focus on improving their mobile shopping experience will be able to stay at the forefront of this developing consumer sector.