According to a recent article by Canadian Newswire,  52% of Canadian holiday shoppers prefer to shop online because it is more convenient, while 45% prefer it because it is “quick and efficient” as it is open 24 hours a day. This clearly opens a door for retailers to increase their brand awareness and market share by having easy to facilitate websites and mobile apps. I would consider the following to be key drivers for successful websites and mobile apps:

1) User efficiency: The website should be designed such that it is very easy to navigate from first point of contact. Ultimately, the goal of any retailer website should be to provide a consistent and high quality experience for their customers and prospects (considering it is often their first point of contact given the rise of social media).

2) Aesthetically appealing: Clutter and the newspaper look can be off putting for shoppers. It is essential that retailers ensure that their websites have some white space and are clutter free. All in all, it should be soft on the eyes and aesthetically satisfying.

3) Unnecessary text: Make sure only relevant content is coupled with graphics to tell a story.

4) Add interactivity and individualization: give customers the sense of a real shopping experience from the comfort of their home, work or anywhere else.

5) Feedback: Create a feedback forum to ensure that you are able to monitor and deliver what customers want from your brand and your website.

As stated in a recent Forbes article, it is those retailers who best understand consumer behavior patterns on usage of mobile shopping apps and design their strategies to meet those needs who are the most successful and positioned to capitalize on this dynamic shift towards digital marketing and online shopping.