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Rockport streamlines mobile checkout via Google Wallet implementation

By
November 15, 2012

Footwear retailer Rockport has integrated Google Wallet as a payment option on its mobile site to streamline the checkout process for customers.

The new three-click checkout process is intended to drive mobile conversions by making mobile purchases quick and easy. Rockport’s mobile site features its entire line of shoes, boots and accessories, enabling users to shop and checkout from their mobile devices.

“Google has amassed a large number of user accounts and, as such, is emerging as a big player in the mobile payment space,” said Wilson Kerr, vice president of business development and sales at Unbound Commerce, Boston.

“Google Wallet reduces friction at mobile checkout by eliminating the need to enter shipping and payment data while shopping mcommerce sites,” he said. “This speeds checkout and increases conversion rates.

“Rockport wanted to take advantage and, by adding a discount for the use of Google Wallet, saw this as a way to partner with one of the biggest mobile players on the planet, and drive new mobile sales.”

Rockport is using Unbound Commerce’s mobile commerce platform.

Three-step checkout
Checking out on mobile devices can be frustrating for users when they are required to fill in numerous fields of information, slowing down the process and sometimes causing shoppers to abandon a purchase.

Google reports that up to 97 percent of mobile shoppers abandon their mobile shopping carts.

When shoppers use Google Wallet to make purchases on the Rockport mobile site, they are not required to enter a credit or debit card number, billing address or other payment information because this information is already stored in their Google Wallet.

Customers can simply click the “Buy With Google Wallet” button, log in and click to complete an order in three steps.

Rockport is one of the initial retailers using Google Wallet’s new solution for the mobile Web.

Users can also pay with Google Wallet at 1800flowers.com and FiveGuys.com.

Rockport is enticing shoppers to use Google Wallet by offering them $20 of their purchase.

Marketing mcommerce
The Google Wallet integration is just one of the ways that Rockport is embracing mobile to drive customer engagement.

For example, in April the brand used QR codes to link a live product launch event for a new product line to a commerce-enabled mobile landing page built for the promotion (see story).

“Rockport is constantly looking for ways to merge mobile commerce and marketing and refreshes their mobile site homepage call-to-action imagery often, to match the current marketing campaign,” Mr. Kerr said.

“Rockport is linking marketing campaigns to the ability to convert purchases via mobile,” he said. “Mobile commerce is no longer a nice to have and companies like Rockport are demonstrating the importance of joining together the ecommerce team and the marketing team.

“Mobile is touchable, transactional and trackable and can allow consumers to convert a purchase when their intent to buy is the strongest.”

Final Take
Chantal Tode is associate editor on Mobile Commerce Daily, New York

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