While the social network isn’t doing away with its direct-sale initiative, it is focusing its attention on ads that drive consumers to retailers’ sites.
SkyMall Inc.`s Jay Scannell will speak at the Internet Retailer Conference about mobile commerce hurdles, such as smaller screen size, navigation requirements and wireless network performance, and ways to overcome those challenges.
The goal in m-commerce is to present an exciting, comprehensive shopping experience on a mobile device. Obstacles, however, include small screens, device navigation requirements and wireless network performance, says Jay Scannell, vice president of information technology at SkyMall Inc., which operates an m-commerce site, mobile app and text messaging program.
Scannell will discuss how to overcome those obstacles and create an effective m-commerce experience at the Internet Retailer Conference & Exhibition in a session entitled Mobile commerce web sites: Colorful, pared-down and easy.
“Analyze what mobile devices your customers are using. Are they predominantly iPhone or BlackBerry users, for example,” Scannell advises. “What might the device bring to the table in terms of navigation, screen and keyboard that would warrant you enhancing the customer experience based on the device? Ultimately, the main design thinking is to include simple, effective, clearly defined search with appropriate sorting capabilities, such as by most popular, price, and so on.”
Why the editors asked Jay Scannell to speak:
Jay Scannell is a veteran IRCE speaker who is intimately familiar with his topic and always presents material in an engaging and informative way. Scannell joined SkyMall in 1998 and is responsible for all SkyMall`s business units--e-commerce, in-flight catalogs, direct mail and loyalty rewards.