Have you heard about the latest generation of innovative retail outlets that have consumers searching for products on a scale never seen before? Believe it or not, you probably have one in your hand right now. It’s called the smartphone — and considering all the amazing, personalized shopping experiences it can offer on the go, today’s businesses need put these hand-held, anywhere devices, at the center of their marketing strategy.
According to Shopify, during last year’s Black Friday extravaganza, 64 percent of orders were mobile sales, demonstrating a yearly increase of 10 percent. Ultimately, the brand’s mobile user platform processed $1,138,574.00 per minute, compared to $555,716.00 per minute in 2016. But, Shopify’s numbers are an indication of a much larger, worldwide trend in consumerism.
With shoppers using their smartphones to scan products, ask for assistance, look up recommendations, read reviews and make purchases, the shopping experience will only continue to evolve. Advanced technology is leveling the playing field for small and large businesses alike—and for the first time, even the most prolific brand manufacturers are being given a run for their money by lesser-known brands that are better technologically equipped to meet the modern shopper head on.
Bottom line? A clear mobile strategy is undoubtedly the key to successful engagement, retention and growth.
“Because of its very nature, mobile is not just impacting e-commerce but commerce as a whole. When people shop, their smartphone is now their go-to advisor and assistant. The line between online and offline shopping is increasingly blurred.” – Etienne Merineau, Forbes
Benefits of Mobile Strategy Optimization
- Sending the Right Message: Thanks to the progress being made in big data and consumer analytics, brand manufacturers can discover vital purchase patterns and behaviors that can help build target audience profiles. As a result, personal smartphones and other mobile devices—often active 24 hours a day—have become the perfect vehicles for delivering individualized messaging through ads, sites and apps. When done right, this technique can influence both online and offline shopping decisions.
- Real-Time Communication: In a retail landscape where consumer expectations are constantly evolving, marketers need to swiftly react to feedback and develop pertinent campaigns. Instead of waiting for quarterly numbers to guide decision-making, brands can now continuously monitor and analyze purchasing data to create effective targeting measures, at anytime during the fiscal year. With smartphones constantly in hand—consumers are almost always open to messaging (whether they realize it or not).
- Stronger Consumer Relationships: Unlike computers and tablets, smartphones offer the full circle solution—uniquely designed for text, voice, email, video chat and social. With so many paths to communication in one device, this ubiquitous product is the most convenient way to develop loyal relationships between brand manufacturers and consumers. For example, having continual access to brand representatives can help resolve purchasing/product issues quicker, make appropriate recommendations, discuss details, influence more robust orders, and push out any pertinent discounts, offers or contests.
Ready to optimize your mobile strategy? Contact us today and learn how we can help you attract, engage and retain the modern, digital shopper.