JetBlue Airways has redesigned its e-commerce and m-commerce sites with the specific goal of making it easier for travelers to book a flight—the travel industry’s retail equivalent of an easy payment process. JetBlue also added such features as maps to airports and information about driving conditions, Internet Retailer reports.
"We're an 11-year-old company with roots in the digital channel,” Michael Stromer, vice president of customer connections, told the publication. "Many of our competitors have begun focusing on digital in recent years and have caught up. We made this investment in this channel because we want to stay several steps ahead."
Usability is Key
Usability, or lack thereof, is a key reason why mobile initiatives fail. 32% of smartphone and tablet owners say that their shopping has been impeded by difficulties seeing the full product information on their device screen, thus preventing them from making a mobile purchase, according to a survey by Motricity, conducted by Wakefield Research.
One-quarter of respondents cited problems with entering purchase information as a hindrance to making a purchase via their device.
Personalization Important Too
Personalization is also a growing issue in the mobile environment. Here too JetBlue, focused its attention on adding this level of functionality. An area for signing into a True Blue loyalty account is atop the e-commerce and m-commerce home pages. Once a customer signs in, the sites access all the preferences and customer’s account, Internet Retailer says—such as the customer’s home airport.
Other Sites Move in This Direction
Other sites are implementing similar functionality. Newly-launched BabyShowerStuff.com made it a goal to offer the same information captured in the webpage about customers in the mobile app. "To effectively complete the Big Dot party planning experience, we had to offer a mobile site that was easily accessible from multiple devices as well as one that contained the exact functions of the main site," says Brenda Knutson, eCommerce sales and marketing manager of all Big Dot Shops.
"Then we went a step further and added a 'Click to Call' button at the bottom of every product page, allowing Hostess Heroes to personally contact our Expert Experts if they have questions."
Easy to Pay
Most fundamental of all, however, are easy payment options for mobile sites. Bridal retailer David’s Bridal just launched a mobile site that has been optimized to support purchases as well as allow consumers to browse the gowns. The company partnered with Usablenet to achieve this feat, Mobile Commerce Daily reports.