Today, folks want to understand how channels fit together ... so that they can prove that retail, or catalogs, or e-commerce fits well in a mobile world.
Last week, I read an article where the author said that 2/3 of e-commerce demand will come from mobile.
And yet, I have clients who are not even close to generating 2/3 of their business online.
The story, of course, isn't the macro-level data you read about.
The story is how your customers behave.
Click here to see an old-school analysis, called a "Migration Probability Table". This technique still helps us understand how customers are evolving, how they are changing.
There are two big stories being revealed in MPT tables in 2014.
- The dynamic between e-commerce and mobile as transactional channels.
- The dynamic between e-commerce/mobile and retail as transactional channels.
If you are a retailer, the latter is really important. We're seeing two interesting dynamics. New retail customers are, in some cases, being cut off by e-commerce ... this is a new dynamic. We're also seeing retail customers becoming more willing to shop via e-commerce, this, too, is a new phenomenon, and is easily measured via the MPT.
In e-commerce, there is a transactional shift from desktop/laptop to tablet (more than desktop/laptop to phone). Use the MPT to measure this shift.
This is important, folks. If your table tells you that when customers shift from e-commerce to mobile (as a transactional channel), and then do not shift back, then your e-commerce business is about to be fundamentally transformed.
Give the MPT some love - it may just tell you when your business is about to be transformed.