????雖然有較高的預(yù)期，但如何轉(zhuǎn)變消費者行為，使其通過移動設(shè)備購物，仍然是讓零售商們一籌莫展的難題。移動購物是一個新生領(lǐng)域，眾多公司都不清楚到底該做什么，也不知道如何衡量成功。進(jìn)行各種嘗試是目前的普遍行為；即使投入巨資也很難驗證成功與否，因為在短期內(nèi)其產(chǎn)生的銷售額很有限。據(jù)丹佛一家在線零售商eBags統(tǒng)計，最近一個季度，平板電腦占總流量的10.8%，帶來的銷售額約占總銷售額的10.4%。而智能手機(jī)占總流量的8.4%，但它帶來的銷售額僅占總銷售額的2.9%。eBags首席執(zhí)行官彼得?科布解釋道，平板電腦用戶與臺式機(jī)或筆記本電腦用戶的行為基本相似。使用平板電腦的購物者可以在看著電視，小酌一杯的同時，在零售網(wǎng)站閑逛，觀看產(chǎn)品視頻，購買中意的產(chǎn)品。

????而與之相反的是，智能手機(jī)用戶的時間要求更為緊迫。按照科布的解釋，他們是在進(jìn)行“搜索和破壞”的任務(wù)。手機(jī)用戶希望進(jìn)入網(wǎng)站，對比價格， 然后退出。之后，他們會回到家，用家里的電腦完成購物，以避免結(jié)賬時的麻煩。科布說：“這就是現(xiàn)實情況，現(xiàn)在存在兩種不同的購物體驗?！?/p>

????零售商在吸引消費者通過平板電腦購物方面顯然更為成功，雖然平板電腦的數(shù)量遠(yuǎn)遠(yuǎn)低于智能手機(jī)。弗雷斯特的調(diào)查發(fā)現(xiàn)，美國約有1.37億臺智能手機(jī)，而平板電腦僅有6,100萬臺。相對數(shù)的差別讓智能手機(jī)帶來的銷售額更顯相形見拙，至少在直接產(chǎn)生的銷售額方面是這樣。此外，智能手機(jī)的平均訂單金額為134.37美元，低于平板電腦的159.28美元。

????當(dāng)然，智能手機(jī)對于零售商的作用也不容忽視。消費者會在回家購物之前，通過智能手機(jī)搜索產(chǎn)品。此外，許多購物者會在前往實體店之前用手機(jī)進(jìn)行搜索。店內(nèi)比價和掃描二維碼的情況也非常普遍。

????而這種行為，即所謂的“展廳現(xiàn)象”，卻令許多零售公司高管頭痛不已。他們抱怨購物者在實體店內(nèi)瀏覽產(chǎn)品，卻打算在對手的網(wǎng)站購買。諾德斯特龍（Nordstrom's ）、塔吉特（Target）和薩克斯第五大道精品百貨店（Saks Fifth Avenue ）則采取了截然相反的措施，他們在店鋪中安裝了Wi-Fi無線網(wǎng)絡(luò)，幫助消費者通過智能手機(jī)上網(wǎng)。

????而從理論上來說，對于消費者在店鋪內(nèi)使用智能手機(jī)的事實置之不理也是徒勞?？傊悄苁謾C(jī)有很大潛力增加零售業(yè)務(wù)，前提是零售商能將其轉(zhuǎn)換成自己的優(yōu)勢。例如，德勤咨詢有限公司（Deloitte Consulting）今年的一項研究發(fā)現(xiàn)，手機(jī)會影響到所有店內(nèi)零售額的5.1%，或價值約1,590億美元的交易。研究稱，這遠(yuǎn)遠(yuǎn)超過120億消費者直接移動購物的消費總額。

????eBags公司的科布稱，明年，他計劃對公司移動網(wǎng)站進(jìn)行幾項調(diào)整，提高它對智能手機(jī)用戶的吸引力。到那時，他就可以跟蹤用戶點擊較多的產(chǎn)品和點擊相對較少的“死角”，進(jìn)而更明確應(yīng)該重點突出哪些產(chǎn)品。他說，未來可能使用更大的按鈕，以便消費者能更輕松地通過智能手機(jī)進(jìn)行瀏覽。支持消費者通過品牌進(jìn)行搜索也是另外一個重要特性，因為智能手機(jī)用戶通常很清楚自己想要什么。

????科布說：“我堅信，我們的任務(wù)就是挖掘智能手機(jī)的潛能，因為未來它必將持續(xù)增長?！?/p>

????譯者：劉進(jìn)龍/汪皓

????Despite the high expectations, retailers are still grappling with how to deal with the shift in consumer behavior. The field is so nascent that it's difficult for companies to know what to do or how to measure success. Experimentation is common. Spending a lot of money can be hard to justify in the short-term, however, because of the limited sales generated.At eBags, an online retailer in Denver, tablets accounted for 10.8% of overall traffic in the latest quarter and around 10.4% of sales.Meanwhile, smartphones represented 8.4% of overall traffic, but only 2.9% of sales. Peter Cobb, chief executive for eBags, explained that tablet users behave much like people on desktop computers or laptops. Shoppers on tablets meander around retail sites, watch product videos and buy what they want – all while sipping wine in front of the television.

????Smartphone users, in contrast, are more pressed for time and on a "search and destroy" mission, as Cobb put it. People want to get in, compare prices and get out until they go home and complete a purchase using their home computer, so to avoid any hassles in the check out process. "The reality is that there are two different shopping experiences," Cobb says.

????The greater success in getting tablet users to buy comes despite a big disadvantage in numbers. There are around 137 million smartphones in the United States compared with only 61 million tablets, according to Forrester. The relative numbers show just how little sales smartphones drive, at least directly. Average order sizes on smartphones are also smaller at $134.37 versus $159.28 for tablets.

????Still, smartphones play an important role for retailers. People use them to research products before making purchases from home. Additionally, many shoppers do so before visiting a bricks and mortar store. Comparing prices inside stores and scanning QR codes is also common.

????Such behavior, known as showrooming, is a sore point with some retail executives, who complain about shoppers eyeballing products in their stores that they intend to buy from online rivals. Nordstrom's (JWN), Target (TGT) and Saks Fifth Avenue (SKS) have taken an opposite approach by installing Wi-Fi in their stores to help customers connect online through their smartphones.

????Ignoring the fact that customers are using smartphones in stores is futile, the theory goes. In any case, smartphones can potentially drive more business if retailers use it to their advantage. A study this year by Deloitte Consulting, for example, that found that mobile phones influence 5.1% of all in-store retail sales, or around $159 billion in transactions. That amount far exceeds the $12 billion consumers will spend via direct mobile shopping, the study said.

????Cobb, from eBags, says that he plans to make a number of adjustments to his mobile site over the next year to make it more appealing to shoppers using smartphones. By then, he'll have a better idea of what to highlight by tracking the products that shoppers click on a lot versus the "dead spots" that get relatively few clicks. Expect bigger buttons, he said, so that customers can more easily use their smartphone screen to navigate. Letting customers search by brands is another key feature because smartphone users generally knowing what they want.

????"I do believe it is our job to unlock the potential of smartphones because it's only going to keep growing," Cobb says.