Mobile shopping
Mobile shopping is a special form of mail order business in which the shopping process is carried out using a mobile device ( smartphone ). The first attempts at mobile shopping were made as early as 2002. The basis were websites specially prepared for mobile phone displays ( WAP ). However, due to small displays, difficult operation and the limited supply, this form did not catch on initially.
With the development of smartphones, mobile shopping has become an important element alongside traditional online trading . The shopping process takes place either through websites adapted to the small screen format or through special shopping apps .
In addition, new possibilities arose from 2008 onwards with QR codes that refer directly to individual products in a shop when they are scanned. This makes it possible for the first time to combine mail order and stationary trade (retail shop). If products in shop windows are provided with so-called QR order codes , consumers can order the referenced products from this retailer regardless of opening times.
Legally, mobile shopping is a form of distance selling. Consumer rights correspond to those of other online trading.
Facets of mobile shopping
Mobile shopping is shaped by industry-specific facets. In the context of sales marketing, a distinction is made between three manifestations.
Mobile shopping as an independent shopping channel
The oldest form of mobile shopping is the buying, reserving or booking of goods or services of all kinds via mobile devices. Nowadays, smartphones and tablets are mainly used. Mobile shopping is associated with it as an independent (self-sufficient) shopping channel (“mobile shopping channel”) and is considered to be the extension of online shopping .
Mobile shopping in the context of stationary retail
The most multifaceted concept of mobile shopping exists in the context of the stationary retail environment and understands the additional use of mobile devices as part of the shopping process as a kind of “personal shopping assistant” or “digital shopping companion”. In this context, the range of shopping applications in question is very diverse and extends to all activities in the pre-, purchase or post-purchase phase. Depending on the focus and technology, niche areas emerge (e.g. mobile payment , mobile marketing, etc.).
Mobile shopping in connection with other media (cross-media integration)
Another area of application of mobile shopping relates to cross-media integration, which means the linking of mobile shopping applications with print and broadcast media. The mobile radio devices have a special feeder role for classic media. Classic broadcast media such as B. radio and television can be specifically combined with smartphones and tablets in order to entice the consumer to “purchase at moment”.
Individual evidence
- ↑ Michael Groß: Mobile shopping: a classification framework and literature review . In: International Journal of Retail & Distribution Management . tape 43 , no. 4 . Emerald, 2015, p. 221-241 .
- ↑ Michael Groß: Mobile Shopping: A consumer-oriented, empirical acceptance analysis of central influencing variables . Springer, Wiesbaden, ISBN 978-3-658-17292-3 .