M Commerce: Experiencing the Phygital Retail

Abstract

Emergence and evolution of information technologies paved way for the online transactions, termed as e-commerce. E-commerce was soon rechristened as wired e-commerce due to the rapid rise of mobile phone and other handheld devices facilitating access to internet while on the go and this led to the coining of the term m-commerce, the wireless avatar of e-commerce. Term Mobile commerce or simply m-commerce has been attributed to the collection of location based commercial services that are delivered by various internet enabled handheld devices such as mobile phones, tablets and palmtop devices. Though, essentially, both-e-commerce and m-commerce- are similar as the transactions are electronic in nature and are facilitated by internet but the element of mobility is one big differentiator between the two. Now, it has become difficult for the people to imagine e-commerce without the mobility dimension appended to it. In today’s online business environment, m-commerce is growing as next stage of e-commerce. Further, M-commerce has opened up new vistas for marketing the products, for targeting the customers at multiple points, for offering customized services using location based features and for enabling enhanced shopping and service experiences. It also offers opportunities for services that are more efficient and more user-friendly. The marketers may also offer new approaches, apps, and in-store solutions for enhanced customer engagement after researching the needs, roles and use contexts of the customers. Marketers have already started talking about mobile conversion funnel besides desktop conversion funnel. It is quite interesting to note that in mature markets, shape of the funnel is different and has higher purchase conversion rate.

The architecture of the phygital customer journey: a dynamic interplay between systems of insights and systems of engagement

“…A new concept – namely, phygital (physical plus digital) – has emerged to address the issues “currently facing managers whose goal is to reach customers through a variety (digital and in-store) of channels” (Clauzel et al , 2019, p. 31). The term “phygital” was coined by the Australian agency Momentum in 2013 and is increasingly used today by practitioners in the retailing context (Duhan and Singh, 2019); however, it is still in its infancy in the scholarly literature (Neuburger et al , 2018).…”

Usability Testing pada M-Commerce Menggunakan Kuisioner USE (Usefulness, Satisfaction, and Ease of Use) dan Performance Test (Studi Kasus: Tokopedia)

“…Dalam pengembangannya m-commerce terdiri 7 aspek yang saling terkait dan saling mendukung. antara lain pengembangan internet, perkembangan teknologi komunikasi, perkembangan perangkat mobile, pertumbuhan perusahaan internet, pengembangan aplikasi mobile, kemajuan dalam sistem pembayaran mobile, dan pengembangan sistem back end internet (Duhan and Singh, 2017).…”

The Interaction Model within Phygital Environment as an Implementation of the Open Innovation Concept

“…For a complete understanding of the differences and similarities between the organization of trade in the framework of physical, phygital, and digital consumer behavior, a comparative Table 1 was compiled by analysis of different sources [6][7][8][9][10][11][12]. Create a personalized proposal based on digital footprint analysis A person strives to get the greatest benefit from using the Internet, nevertheless a transition is currently taking place when the consumer is not yet fully ready to abandon physical interaction with the retailer in favor of online shopping.…”