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Brands are also being confronted by difficult new challenges as they work to leverage m-commerce. As mobile commerce has continued to cement itself as a significant revenue source and the volume of mobile purchases grows, retailers have been faced with a greater risk of transaction fraud. Many brands have responded by building out robust anti-fraud measures, although mobile transaction security has not been a top priority for all businesses. For retailers both big and small, fraud protection is critical to maintain consumer confidence in m-commerce. What follows is an analysis of the best practices and paradigm-shifting capabilities retailers are leveraging to drive revenue through mobile. Attention is paid to brands’ shifting mobile priorities and opportunities, mobile transaction security, and mitigating shopping cart abandonment. The analysis is based on survey data collected from retail executives and professionals in a variety of industries. This data was collected on-site at WBR’s 2014 Mobile Shopping Summit and through an online survey. The findings are based on the insights and practices of some of the world’s leading brands. |
