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In this Q&A, eTail West delegate and Siteminis chief operating officer Steve Timpson discusses the retailer reaction – about 1,100 executives attended, about 200 of
them for the mobile and social media day – to mobile trends and continuing worries over landscape and technology complexity. But there was no doubting that
mobile was the most discussed opportunity throughout the show, which ran Feb. 22-25 at the JW Marriott Palm Desert next to Palm Springs, CA. The interview with
Mr. Timpson:

What was the biggest surprise at eTail West this year?
In order to tell you the biggest surprise, I would have to tell you what wasn’t a surprise and that is how much of the buzz at eTail West surrounded mobile and how
important mobile is becoming to the brand and the key role mobile is playing in multichannel marketing strategies.

Now that being said, the biggest surprise to me was how many retailers were still wrestling with entry into the mobile space.

Why do you think mobile was front and center of the show?
Mobile was front and center of the show because off the explosive growth of smartphones, led of course by the adoption of the iPhone and most recently, Android,
by the masses.

This is a new market channel and just like the Internet born 10 years ago, mobile is a market channel that must be taken seriously.

So, in what context was mobile brought up?
Mobile was brought up in two areas consistently: the use of mobile to conduct business – ecommerce to mobile commerce – and the use of mobile in social media.

Most of the questions surrounded what operating system platforms to approach, whether mobile was profitable and in what ways and the use of mobile in multichannel
marketing strategy.

Read more here: http://www.mobilecommercedaily.com/complexity-of-landscape-puzzles-some-retailers-etail-delegate/

 

 

 

 

 

 

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