Tablets leave mark on ecommerce, marketing

The rise of tablet computers has caused a dramatic shift in the expectations and habits for consuming digital content, marketing news provider Practical eCommerce reports.

Between the different form factor and all-around unique experience of the devices, the news provider states that those engaging in ecommerce, marketing and design must all adapt to leverage the growing popularity of tablets.

"The sheer number of tablets in circulation implies that the devices could impact online retailers, if, in fact, consumers expect a significantly different ecommerce experience on a tablet," Practical eCommerce's Armando Roggio says. "Perhaps, the key concern for ecommerce merchants then should be those areas where tablet interactions differ from laptop or desktop shopping experiences."

One factor to consider is the tablet's touchscreen functionality. To accommodate this, the report says, developers of ecommerce sites and mobile marketing campaigns should opt for larger fonts and buttons.

Direct Marketing News reports that office supply giant Staples® has already taken the advice to develop an ecommerce website optimized for tablets. Company vice president Brian Tilzer says the new site will enhance the shopping experience for tablet users.