An Intellyx Brain Candy Brief
It is hard to deny the impact of mobile technologies across almost every spectrum of both business and society. Our mobile devices are now a significant, if not predominant, means through which we interact with nearly every organization and brand with which we do business. In spite of this, most companies in the retail industry have struggled to create a rich mobile experience for their consumers — particularly in connecting mobile to the entire purchase and consumption lifecycle — and are paying the consequences as a result.
There are many reasons for this less-than-optimal mobile experience in the retail sector, but one of them has been the need to navigate between the no-right-answer trade-offs of developing native mobile apps versus responsive mobile web applications. Retailers have had to choose between the rich experience that native apps deliver, but which consumers are reticent to download until they feel they are in a ‘relationship’ with the brand and web applications that have no barrier to consumption, but which often delivered a less-than-stellar consumer experience.
In either case, most retailers also lacked the technical resources to implement, support and sustain their mobile efforts, whichever direction they chose. Longtime mobile technology provider, Mobify, thinks that it has the solution to all of these challenges. The company designed its mobile commerce platform to produce what Google calls Progressive Web Apps. These in-browser mobile applications bring the rich experience and performance of native mobile apps to the no-download, search-friendly world of mobile web apps.
Moreover, the company’s platform enables organizations to create complete mobile experiences — including native applications to enhance consumer engagement deeper in the customer lifecycle — from within a single, unified low-code development platform. As a result, companies can enable mobile engagement across multiple channels and touchpoints with a single codebase and using a single set of integrations to commerce and other engagement platforms. Finally, their cloud deployment model ensures that the mobile experience is fast and frictionless, enabling companies to compete in an omnichannel retail world that now expects nothing less.
Copyright © Intellyx LLC. Intellyx publishes the Agile Digital Transformation Roadmap poster, advises companies on their digital transformation initiatives, and helps vendors communicate their agility stories. As of the time of writing, none of the organizations mentioned in this article are Intellyx customers. To be considered for a Brain Candy article, email us at pr@intellyx.com.
