April 12, 2011, 12:10 PM

Evaluate mobile technology with the user in mind, an IRCE speaker says

Customer feedback can help retailers navigate a maze of m-commerce challenges.

Mark Brohan

Research Director

Lead Photo

Todd Cabell

Selecting the right technology to power a mobile commerce site begins with an exercise in learning all about customer expectations, says Todd Cabell, senior manager of web strategy at Crutchfield Corp.

Cabell will speak at the Internet Retailer Conference & Exhibition 2011 in San Diego on June 14 from 1:00 p.m. to 1:45 p.m. during the Latest E-Commerce Technology workshop in a session titled “The m-commerce maze: How to sort out the technology that will power the next shopping revolution." He says Crutchfield spent a great deal of time studying customer web site traffic patterns and analyzing metrics before launching a mobile commerce site in December 2009.

Later, in evaluating new technology for the launch of a more sophisticated mobile site, Crutchfield, No. 108 in the Internet Retailer Top 500 Guide, also conducted usability tests to examine how customers shopped online using various types of smartphones. “To find the right technology for our latest site we analyzed traffic and other metrics, conducted lots of user testing, collected customer feedback, and mapped out a strategy,” says Cabell.

Knowing how customers want to shop a site is important in evaluating any mobile commerce technology and plan, including the option of doing the programming and design work  internally, says Cabell. In January, Crutchfield used customer feedback to launch PayPal on its mobile commerce site. With a PayPal account, shoppers on a mobile version of Crutchfield.com enter their user names and passwords and then buy with one touch because the system uses customers’ stored default shipping and billing information, says Cabell.

At his session Cabell will give attendees advice they can use to evaluate the myriad types of mobile commerce technology and make a solid decision. “During my session I will share what retailers need to think about in putting together a good long-term plan,” says Cabell. “We will talk about soliciting customer feedback and expectations and putting that information to good use.”

Internet Retailer’s editors asked Cabell to speak because as senior manager of web strategy at Crutchfield he focuses on the retailer's mobile and social media initiatives. He works with a team to develop and implement the strategies and programs that drive Crutchfield's e-commerce sales channel. Cabell started with Crutchfield in 2001.

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