Consumers “excited” by mobile commerce, but technical and availability issues mire launch

Consumers “excited” by mobile commerce, but technical and availability issues mire launch

WaveMetrix analysis around both New Look and H&M’s recent step into mobile commerce shows marketers that consumers are ready and willing to take the step into shopping whilst on-the-go. However, both brands’ recent forays into this new and “exciting” medium shows that brands need to be aware of availability and technical issues before they launch their services.

New Look and H&M, both high street fashion retailers, have recently launched their own mobile shopping services. New Look, which we examined in yesterday’s case study, have launched a mobile shopping site. H&M have also released an Android mobile shopping app. Both services offer a social shopping experience, with H&M’s app giving consumers the chance to make their own wish lists, check news and videos and share their favourite items with others through Facebook, Twitter and other social networks.

WaveMetrix social media analysis shows that consumers are “excited” by the concept of mobile commerce, with many saying they “love” the idea behind the new trend. This positivity, however, is somewhat mired by consumers who experience technical and availability issues around the services, suggesting that whilst consumers are ready to take the step into mobile shopping, brands need to make improvements to usability and availability.

Whilst many are positive towards the new mCommerce services, a significant proportion criticise technical issues and availability:

Whilst many are positive towards the new mCommerce services, a significant proportion criticise technical issues and availability

  • Consumers are generally positive towards the H&M Android shopping app, though negativity is driven by technical and availability issues: Many consumers say they “love” the “awesome” app, with many saying they “want” to download it. Others are less positive, however, with many complaining the app “doesn’t work” or say it “needs” to be available on other mobile platforms
     
  • New Look’s mobile shopping site drives similar levels of sentiment as H&M: Like H&M, consumers say they find the idea “great”, with those who have used the site saying they “love it”. However, others complain the mobile shopping site “doesn’t work”, with some experiencing “broken” links

Consumers praise the “awesome” concept behind the shopping store, though some criticise the H&M Android app for technical issues and availability:

Consumers praise the “awesome” concept behind the shopping store, though some criticise the H&M Android app for technical issues and availability

  • Consumers are overwhelmingly positive towards the concept of the H&M app: They say they “love” the “great” app, with many praising the mobile shopping service for “finally” arriving
     
  • Some consumers criticise H&M as there “isn’t an app” for their mobile platform:  Whilst some say they are “happy” the Android app is “here”, others say H&M “must offer” an app for the Windows mobile platform and Blackberry
     
  • Technical issues drive some to complain: Technical bugs and errors drive some consumers to complain, reporting that the app "doesn't work" as they "can't" install or download it

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