Touch Commerce is a new category of e-commerce. It responds to a number of changing dynamics in the retail ecosystem:
- Expanding capabilities of portable digital "touch" devices, such as tablets and smartphones
- Emerging consumer behaviors with touch devices
- Exploding supply and demand for touch devices
The result of these changes is a dramatic reshaping of how consumers shop, and how leading retailers and brands should merchandise. At the heart of this disruption is the iPad, which introduced a category that was conceived as a full-breadth communication and media device from the start. It is also the fastest-growing hardware platform ever; much faster than the iPhone. And it's just getting started. Tablet devices from Apple, Google, Samsung, Amazon and others will reshape the digital lifestyle, and e-commerce as we know it.
How Consumers Shop
The consumer relationship with touch devices is quite distinct from traditional computers. We buy laptops because they're required; we buy tablets because they're desired. Interaction on a tablet is fundamentally different - we 'drive' with a finger rather than a mouse and we also hold the device much closer to our face. This results in a much more personal experience with the brand and the merchandise we are browsing. The device is immediate and responsive to our touch. It's also portable in an intimate way - we carry it, hug it, reach for it every time we flop on a sofa or stretch out on a bed.
According to Forrester Research, over 50% of consumer time with a tablet is spent in the family room, living room or bedroom. And most of that time is in the peak purchase decision-making windows, in the evenings, weekends and Thursday night.
The fundamentals for tablet media consumption are staggering - usage, time-of-day, location and breadth-of-applications. With vibrant displays, location information, motion devices, cameras, microphones and speakers, touch devices offer a multi-dimensional new canvas. This hardware palette demands a new look at how brands and retailers present their goods. For the first time, you can invite consumers to play, share and publish, resulting in a more intense level of brand engagement than via traditional contexts.
How Brands & Retailers Merchandise
Touch commerce offers an opportunity to recast your brand as a content authority to your customers while presenting them with an engaging and captivating shopping experience. Data shows that consumers are more patient, relaxed, indulgent and social in touch commerce environments.
It also provides a multi-channel solution as mobile devices quickly overshadow desktop web in traffic, influence and eventually sales. Your e-commerce experience will one day be designed "touch first." We're working with merchants today to define that experience.
Already, touch commerce brands working with Revel Touch see KPM multiples averaging 1.5-4x the norm of traditional e-commerce. This is the case across desktop web, but also on smartphones and tablets.
To learn more about touch commerce and see how it can enhance your brand, engage your customers and increase your sales, contact us