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Driving omni-channel commerce with responsive design

Driving omni-channel commerce with responsive design

Recently, the press was flooded with news on one of our esteemed clients – Barneys New York – launching a new ecommerce site leveraging responsive design.. We are extremely proud to be the partners that helped deliver this for our client. As always we are hoping to repeat this success for many of our present and future clients.

Now this blog is not to tom-tom about our achievements and success with Barneys but to talk about what are the key drivers leading many leading retailers to build a truly responsive site that indeed helps them drive growth for their omni-channel business.

The 5 key drivers that influence decision makers to join the responsive design revolution are –

  • Customer Experience is key: As a new age retailer, one of the most important aspects that brand managers are concerned about is how is your brand connected with customers across all types of media. Gone are the days of being content with m.site version. It is a tedious task ensuring the m.site version works exactly like the web version. Increasingly popular are responsive and adaptive sites that not just provide a consistent brand retailing experience to customers but also help you manage the content with lot more ease across channels
  • Google Loves it: Responsive design enables a single URL to represent the same content on multiple device contexts. This means the same HTML content is served irrespective of the customers device, and the content adjusts or responds to the device. This is Google’s recommended strategy for building mobile sites. It positively impacts the SEO ranking of the site as Google bots can crawl the URL once and do not need to track different content for different devices. It reduces bounce rates as well, as customers reaching a link on any device see optimized content and are less likely to navigate away.
  • The future is device agnostic: There was a time when being online meant looking at a large screen (desktop), with a traditional keyboard and mouse being the means to interact with the internet. Now is not that time. View ports have changed, and today’s customers have multiple windows into the online world, which they manipulate with gestures, touch etc. And not all window sizes are same. More and more people are using mobile devices to get online, from under 1.25% of users in Jan 2012 to over 5.00% today. In such a scenario, it pays to build your website with optimized customer experience on multiple devices.
  • eTail now happens everywhere: As tablets and smart phones become ubiquitous, the customers’ means of interacting with media has undergone a change. People now watch television with a secondary screen available, and are able to get online while consuming a secondary source of content. This means, a customer can see an ad on the TV, and very quickly search for the same product online using a tablet or smart phone. In such a scenario, if the content is in sync across all brand touch points, it will aid conversion. Responsive design enables the same content to be optimized for different screen sizes, thereby increasing conversion.
  • Future proofing: The first iPhone hit the market in 2007, and the iPad followed in 2010. Fast forward to today, and the way people interact with the internet and media has gone through a fundamental transformation as technology continues to evolve. With responsive design, a website based on a fluid grid will continue to be responsive to newer screen sizes with minimal maintenance. Your content will continue to look good as the world around it changes. This, coupled with the benefit of having to create single content for all channels, reduced maintenance costs will drive cost and time efficiency and allow a website to adapt to changes quickly.

 

Essentially, any interaction with a customer needs to be used to capture their imagination. We need to ensure that every touch point, every interaction is consistent, and builds the brands value in the customers mind. Responsive design is a key tool in any brand managers toolkit to ensure consistency in these customer interactions.

About Gaurav Vashishta

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Gaurav is a senior manager in Adapty. He has more than a decade of experience across enterprise ecommerce platforms and deep experience with global retailers. He heads the Demandware practice at Adapty Inc.

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