Dive Summary:
- One-quarter of e-commerce site visits come via mobile devices, but only about 15% of purchases do, according to data I.B.M. data, and according to Google, 85% of online shoppers search and purchase across multiple devices, The New York Times reports.
- Different retailers tackle multi-device challenges in different ways, such as urging log-ins or emailing shoppers if an item recently placed in a shopping cart is about to sell out.
- Other solutions include syncing carts on sites and apps across devices, as well as searches.
From the article:
"... The biggest obstacle, retailers say, is that the tools used to track shoppers on computers — cookies, or bundles of data stored in Web browsers — don’t transfer across devices.
Instead, retailers are figuring out how to sync the experience in other ways, like prompting shoppers to log in on each device. And being able to track people across devices gives retailers more insight into how they shop. ..."
