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Byline: D. MURALI
A single-click process is the key to impulse mobile engagements.
Mobile-shopping behaviour is fast and impulsive; and, therefore, slowing down the consumer in any way means possibly losing that consumer and any commerce opportunity, writes Gary Schwartz in The Impulse Economy: Understanding mobile shoppers and what makes them buy. Adding that atwo clicks are one click too many for the mobile shopper,' he notes that the key to consumption is allowing mobile shoppers at the point of transaction to simply ablink,' without the retailer overburdening them with commerce questions; and he cautions that check-out procedures requiring too much time filling out forms, too much time searching a purse, will lead to abandoned shopping carts.
A section titled aThe day Haiti changed m-commerce forever' recounts how, when the earthquake devastation hit Haiti, consumers could reach for the phone and donate $10 …