A Customer Centric Mobile Strategy Will Be Key to Winning the Holidays

A Customer Centric Mobile Strategy Will Be Key to Winning the HolidaysMobile will be the king in this holiday season and it rests with the marketers to go beyond enticing promotions with customers and dealing them their devices.


Brands will provide consumers more relevant and meaningful experiences when they pair mobile with content, personalization tools, and the right contextual signals – thereby giving their marketing efforts a higher return.


Every holiday season, mobile shopping has seen an exponential rise, a strong mobile presence is seen now.


A whopping $12.7 billion was spent on purchases, by shoppers last year by accessing their tablets and smartphone devices – a stark difference between 2014 and now seeing a 59 percent increase. Mobile clicks last year saw an increase of 140 percent in retail. The “before” Halloween season has seen 40 percent of users starting their holiday purchase over mobile, says Regina Wilson, who works at Google with agencies to drive advertiser, acquisition, and overall business growth.


That uptick is expected to continue this year.


At Blue Fountain Media’s recent “Future of Customer Engagement + Digital Technology” seminar, Wilson highlighted mobile’s increasingly important role in the 2016 holiday shopping season. Users will be searching for products online, with Google estimating $1.1 trillion purchases to be mobile-influenced this year, by any means an unprecedented rate of decision making to buy online or in local store.


Researching for products and deciding what to purchase is the most common usage attributed to mobile devices, even if they aren’t buying directly over a mobile platform.


“Brick-and-mortar isn’t dead, and it won’t ever die, but having a strong mobile presence is becoming more and more important,” Wilson said. She added that “near me” searches for stores have doubled in the past year.


An optimized mobile experience is crucial to provide users with; Wilson cited Forrester research that shows 40 percent of users abandon a mobile website that takes more than 3 seconds to load.


“Today’s consumers are no longer brand loyal. They’re needs loyal,” she said.


Consumers expect unique, engaging, and personalized content across mobile channels and it is important to meet those needs in order to make the experience speedy.


Multichannel distribution strategy can be leveraged by brands to promote content on social, email, website, and blogs. Multiple touch points are developed in doing so, thereby ultimately reaching omnichannel shoppers and providing them useful information, no matter where they are.


A personalized, location-based experience are also offered by brands on their apps. For example, Target’s Cartwheel app notes aisle locations for users’ local stores and allows them to create shopping lists. Product bar codes can also be scanned by users through the app to discover prices, deals and other information.


Delivering better customer experiences have become one of the major experimenting beacon. Sephora, for example, sent push notifications to nearby shoppers to alert them about perks such as gifts and free makeovers. The company’s iBeacon trial run at a few San Francisco stores was very successful, with more than 80% of Sephora shoppers opting in.


IKEA has an augmented reality app in which the user can place the catalogue in a room and see an image of what furniture would look like in the space.


“The creative is going to be key here, with purpose in mind and thoughtfulness for the customer,” says Joe DiNardo, director of marketing operations at Blue Fountain Media.



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