The e-retailer spends at least 50% of its monthly display ad budget on the highly targeted, data-driven—and often cheap—ad placements using programmatic platforms.
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A lot, Shopatron says. While the basic m-commerce sites at launch are highly templated, clients will be able to customize their sites as they wish for a fee, which Shopatron declines to disclose.
“These templates are 100% customizable,” Collier says. “If a brand says they want to change something, we do it. Our first release of mobile is in a mass-templated version, but from there, brands can have the m-commerce sites modified as they like. If you look at our clients’ e-commerce stores today, you will see a wide array of look and feel and aesthetics.”
There are many more mobile sites to look at, as more merchants appear to reach the conclusion that m-commerce is quickly weaving itself into the fabric of web retailing.
“Mobile commerce is very important to the future of e-commerce,” says Neely of Mizuno USA. “Consumers are just not willing to walk around with their laptops anymore, they’re doing a lot more than calling with the latest mobile devices. It is very important to have a streamlined storefront that allows you to take the percentage of people coming to your site through mobile devices and give them an experience that will make conversions happen more, and more quickly.”