News

UserTesting.com urges retailers to avoid four mobile traps

BY Dan Berthiaume

Mountain View, Calif. – In a new report, “The Four Mobile Traps,” usability testing service firm UserTesting.com identifies four common mistakes retailers make when attempting to perform mobile commerce. Following is a brief summary of each “trap:”

1. Clinging to legacy. Retailers often port a successful legacy product or site to mobile, which results in an awkward hybrid that does not take advantage of mobile-only capabilities and delivers traditional online capabilities in a reduced manner. Retailers need to rethink mobile apps and sites from the ground up.

2. Creating fear. Retailers mistakenly make non-disclosure and privacy notices smaller on mobile sites to save screen face and aggressively promote viral apps, making customers think their personal data is being put at risk. Retailers must prominently display all privacy notices and not be overly aggressive in mobile promotions.

3. Creating confusion. Mobile customers are often confused by interface controls that they either cannot figure out to use or that do not have a clear purpose. Retailers must design mobile sites to be functional, rather than aesthetically pleasing, and offer clear sources of help and customer service.

4. Creating boredom. Mobile users have much shorter attention spans than PC users and do not want to browse or tinker with a site. Mobile retail sites should be extremely easy to navigate, offer quick response times and accept customer feedback for redesigns as needed.

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OPERATIONS

Burger King expands delivery to Boston

BY Staff Writer

Miami, Fla. – Burger King Worldwide Inc. is expanding its BK Delivers home/work delivery program to five restaurants in Boston. Customers inside delivery zones can customize Burger King products and order them either online or by phone. The service, currently available in New York, Miami, Houston, Los Angeles, Chicago, San Francisco Bay Area, Vegas, Sacramento, greater Washington, D.C., Phoenix and Denver, has launched in one Boston restaurant, will launch in two more in the next two to three weeks, and in another two stores during the summer.

"This expansion was an easy decision as Boston has some of our most loyal guests and the Burger King brand is excited to offer them the opportunity to enjoy the food they love, delivered to them in the comfort of their home, dorm or office,” said Petru Pusta, director, retail innovation, Burger King Worldwide Inc.

Burger King is taking customer feedback on future markets for expansion of the BK Delivers service.

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REAL ESTATE

Staples introduces omni-channel stores

BY Dan Berthiaume

Framingham, Mass. — Staples has launched an "omni-channel" retail concept, opening a location in Norwood, Mass., and Dover, Del. The new format incorporate Staples online and mobile assets into the retail experience.

The stores feature kiosks that provide customers access to more than 100,000 items. Customers can pay for transactions either at the kiosk or register. Other features include a business lounge with meeting space and mobile workstations, in-store pickup of online purchases, technical and copying/printing consultation and services, and an ink and toner finder.

“We listened to our customers and provided the products, services and features they need to succeed,” said Demos Parneros, president North America stores and online. “Our stores make efficient use of space while offering more products and services than ever through our mobile and online features. We also know that shopping is an occasion and we’ve created a fun experience for our customers. We’re very proud of our omni-channel stores and this is just the beginning as we’ll continue to evolve our network.”

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J.Golio says:
Jun-21-2013 01:41 pm

New Staples Format
I will continue to pay at the checkout to saves jobs and keep the Retail Experience "more human".

J.Golio says:
Jun-21-2013 01:41 pm

I will continue to pay at the checkout to saves jobs and keep the Retail Experience "more human".

S.Ban Be says:
Jun-21-2013 08:35 am

Look good
Thanks for your sharing and you can find more detail iwin with many article

S.Ban Be says:
Jun-21-2013 08:35 am

Thanks for your sharing and you can find more detail iwin with many article

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