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What You Need is an Ecommerce Multi-Screen Strategy Now

ecommerce multi screen

Meet the multi-screen shopper of the new millennium age. What does a multi-screen shopper like to do? Hop from one device to another. Is it a syndrome? An addiction? A trend? Or just an impetuous disorder?

None!

It’s just a part of an everyday habit that is ever fickle but never inconvenient.

The Convenient Case of the Multi-Screen Shopper Behavior Today

Consumers today are the owners of multiple devices. If they start a search on a smartphone, they can end it on a laptop or a tablet. It’s hard to predict what device they are going to use next or how they would be using it. The process runs like a winding maze that always remains unresolved.

About 90% of all our media interactions work like this, where we spend 60 hours a week consuming content streamed out from across multiple devices. And this behavior is called the convenience of choice – because we seem to pick out specific devices for specific purposes and that too at a specific time. Let’s just sit down and understand the digital interactive behavior of a multi-screen shopper and how it is divided across different devices.

The Daily Media Interaction of a Multi-Screen Shopper: A Sketchy Analysis

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Multi-screening is a part of everyday life, where people will be using a device only if it is convenient for them at the moment. It is rather a context driven choice. So when we look at the online customer behavior, this is how we picture the possible reasons to draw the pattern –

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Customer behavior and how they function, has made it necessary for e-retailers to understand the increasing necessity of mobile friendly sites. But mobile friendly e-commerce websites are not enough. It has to be screen friendly also so that your web design can be part of the multi-screen plan. This will come with some proper planning and investment, and of course the right kind of tools. But designing a multi-screen website would be worth the effort to build a strong brand, nurture a lasting customer relationship and grow your online business.

With that, let’s now go ahead and plan out a strategy on how to build a multi-screen strategy for your e-commerce. Do you have anything in mind? Well I have come up with some and here I share with you –

Certain Things To Remember When You Create a Multi-Screen Website Strategy

#1 – Go Responsive

Going responsive is a crucial criteria for almost every website now and when speaking of multi-screen strategy, this is something that you cannot ignore.

Responsive Web Design makes things faster, more convenient and extremely cost effective for an e-retailer just like a customer.

Considering the  psychology of the  users, Responsive website is not an option anymore. Business houses looking to adopt multi-screen strategies often have their mobile apps published in each of the stores , to get their audience hooked onto their products/services. Responsive becomes necessary in case your mobile application is getting direct feed from the site itself, by fetching the respective web services.

#2 – Be App-Friendly

Think apps are made for mobile only? Think again. Internet has changed the way consumers interact with content and mobile apps are very much a reason why retailers are celebrating the rise of multi-screens.

One such example is the interactive TV based apps. These kind of apps can naturally fit into a television environment allowing the user to get a greater viewing experience and a better control over the content that interests them the most. Now that is an altogether different story. Technology is changing, devices are changing as so the manner in which information is being displayed on screen. Applications will become more critical for reaching new customers and invading every screen in the future now.

You can go through the following links to see how two brands – L’Oreal and Coca-Cola are using apps in their multi-screen strategy.

#3 – Get Adaptable

That means the content layout. Modern content needs to be easily accessible from any device. However, there are enormous differences within this separate device classes even in terms of screen size and resolution.
Content layout therefore matters. If your website content layout on the laptop reads like this –

……………….…………………………………………………………………………
……………………………………………………………………………………………
……………………………………………………………………………………………
…………………………………………………………………………………………..

The layout is definitely not going to work on a smartphone device, which demands a rather vertical layout than a horizontal layout, like this –

………………………….
………………………….
………………………….
………………………….
………………………….
………………………….
………………………….

Content layout, rules and techniques therefore act in a multi-screen strategy. Luke Wroblewski in his article identifies the different types of multi-layout pattern. They are –

  • Mostly Fluid
  • Column Drop
  • Layout Shifter
  • Tiny Tweaks
  • Off Canvas

The layouts differ in both alignment and style. Next, what you need is a smart content. The depth of the content will be the same for viewers no matter from whichever device they access from. In this way, you will not have to hustle around worrying about adjustments for different devices. Smart content is like a one-style-dominate-all strategy and is a must for multi-screen designed websites.

#4 – Strengthen Your Multi-Screen Marketing

Multi-screen websites open the doors to more people, all of whom are trying to access information from different mediums. That means the multi-screen shopper can now enter your site simultaneously and sequentially.

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Make sure your online marketing is consistent throughout all the device channels. Be quick and to the point so that your messages hit them right away.

#5 – Address the Challenges

Cloud computing and synchronization are some of the fundamental pillars of a multi-screen strategy. A poor internet connection can also be a huge fallout for your website in certain areas. Make sure you address some of the specific challenges like cross-platform and cross-device, when it comes to good website communication, interaction, information and collaboration. You should also be strategic and conceptual with regard to your technical requirements.

Spontaneity will be playing a major role here too.

Change is Good When Made Convenient

Only if you know how to adapt quickly to the changes. With that said, continue giving your customers an enjoyable shopping experience at their own convenience. Convenience is the third essential customer-centric business strategy that every multi-screen shopper wants to have the most.

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Sudeep Banerjee

Written by

Sudeep Banerjee is the Founder & President of B3NET Inc., the leading Orange County Web Development firm in California. He is an expert in Web & Mobile Development and Internet Marketing with 26 years of experience. Sudeep also loves to golf and play basketball.