????移動支付的機會和解決方案就藏在這個過程里。移動支付實際上是一件好事，它可以為提升實體世界的整體購物體驗做出很大貢獻（當然也可以讓你躺在家里的沙發上用手機購物）。光靠移動支付自己是無法大范圍地取悅購物者的，但是如果它能作為某種東西的組成部分，根本地、徹底地提高整個購物體驗的話，它將非常了不起。

????最重要的可能是，這樣一來，才能解決零售商對采用移動錢包的顧慮。原因很簡單——它對購物者有用，有價值，而不是僅僅由于它是一項非常酷的新型支付技術——對不起了硅谷，“酷”并不是大多數購物者所關心的問題。

????零售商們將會很愿意使用這樣一個能提高購物體驗和店內銷量的“移動錢包”，用他們的話說就叫“增量”。消費者也會更喜歡這家商店，并且來得更頻繁。

????而且一旦顧客來到商店里，他們就會買東西。在網絡上，只有1.5%到3%的網站訪問量會轉化為實際的銷售【甚至連電商巨頭亞馬遜（Amazon）和eBay也從來沒有超過10%】。而在實體商店里，人們之所以不經常來，就是因為20%至95%的人一旦進了商店就會買東西。如果按行業劃分，時尚產品的轉化率為20%、電子產品為50%、食雜品更高達95%。今天，線下購物的規模比線上購物大12倍，它在美國的規模達到3萬億美元，購物轉化率更是遠遠高于線上購物。相比之下，未來四年里，網絡購物的市值只有3,700億美元。據市場調研公司弗雷斯特（Forrester）預測，到2017年，網絡購物的規模將占所有購物的10%。

????一旦購物變得更有樂趣，更有人情味兒，購物者不光會來商店買東西，還會買得更多。下次當你走進一家商店的時候你可以試一試：在進入商店門口時，你可以看看你的購物計劃單，或是問問自己今天想買些什么，然后等你購完物離開的時候，看看你的購物籃，你會發現，你買的東西里有一半都不在最初的購物單上。一般來說，購物時你買的50%以上的東西都是沖動購物的結果。它證明，當購物者走進商店的時候，有大量的機會影響他們的實際購物行為。

????一旦移動支付成為某種智能手機體驗的一部分，而后者又能從本質上把購物體驗上升到一個新的水平，它將成為一個非常巨大的市場。我都迫不及待了。

????本文作者塞利克?羅丁是Shopick公司的共同創始人兼ＣＥＯ，Shopkick公司主要關注如何通過智能手機將實體零售與互動世界聯系起來。這家公司創立于２００９年，投資人包括凱鵬華盈（ＫＰＣＢ）的iFund基金、里德?霍夫曼與格雷洛克（LinkedIn的創始人、Facebook和社交游戲公司Zynga的投資人、雷格洛克公司的合伙人）、天使投資人羅恩?康維以及花旗成長基金（Citi Growth Ventures）。之前塞利克?羅丁作為入駐企業家在凱鵬華盈公司待了一年的時間，研究下一代跨平臺移動和在線創業理念。（財富中文網）

????譯者：樸成奎

????And there lies the solution for mobile payments. Mobile payments will actually be great as part of an overhaul to the overall shopping experience in the physical world (or of course for m-commerce at home on the couch). Alone, mobile payment won't take off with shoppers in a big way, but only as part of something that lifts up the shopping experience radically and fundamentally,then it will be awesome.

????Maybe most importantly, this is how we'll clear the chicken/egg phenomenon needed to get retailers to commit to a new wallet. Why? Very simple – it is something useful and valuable for shoppers, not because it's a cool new payment technology… which, sorry Valley, is not what most shoppers care about.

????Retailers will be excited to get onboard with a "mobile wallet" that enhances the store experience and drive more sales, or in their language "incrementality." Consumers will love the store more and come more often.

????And once they are at the store, they will buy. Online, only about one-half to three-percent of website visits turn into sales (even Amazon and eBay, heroes in the space, never top 10%). At physical stores, people don't often visit just because, they visit to shop: in-store visits convert to sales 20-95% of the time. By industry, that breaks down to 20% in fashion, 50% in electronics and 95% in groceries. Offline shopping is 12 times larger than online shopping today – $3 trillion in the U.S., to be exact – and the conversion rates are exponentially higher. Online shopping, in contrast, will account for only $370 billion in the U.S four years from now – and Forrester projects it will make up only 10% of all shopping by 2017.

????When shopping becomes more fun and personal, shoppers will not only buy, they will buymore. Test yourself the next time you walk-in to a store: upon entry check your list or ask yourself exactly what you'll buy and then, when you walk out, look into your basket. Chances are, half of what you bought wasn't on your initial list -- impulse buys already make up 50% in a typical basket which proves there is ample opportunity to influence purchases while shoppers are in-store.

????Mobile payments will be a very large market – once it is part of a smartphone experience that lifts the shopping experience to a fundamentally new level. I can't wait.

????Cyriac Roeding is the Co-Founder and CEO of shopkick Inc., focused on bridging the physical retail and the interactive worlds through smartphones. Shopkick was founded in 2009, and is backed by Kleiner Perkins Caufield & Byers (KPCB)'s iFund and Reid Hoffman/Greylock (Founder of LinkedIn, investor in Facebook and Zynga, and partner at Greylock), Ron Conway and Citi Growth Ventures. Previously, Roeding spent a year at Kleiner Perkins Caufield & Byers as an Entrepreneur-in-Residence to identify next-generation cross-platform mobile and online venture concepts.