1 out of 5 Retailers Think Mobile Is Not a Priority—Wait, What?

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The mass adoption of smartphones has proven to be a huge challenge—and a massive chance for retailers. Additionally, even the manufacturers, might not see the return on investment they anticipate.

According to a survey conducted by Kelton Global and RetailMeNot, there is an increasing divide between consumer expectations for retail content on smartphones and mobile investment by retailers.

Mobile devices arm shoppers with instant access to retailer content: A simple search on a smartphone shows popular products and current promotions. Yet a percent of retailers said that quantifying the influence of mobile on their earnings was either not important or else they were neutral on the situation. As they go into planning for the future, this could prove to be a huge miss for retailers, especially eCommerce retailers.

Below are just four tips retailers should keep in mind as they strategize how to appropriately leverage the power of mobile:

1. Customers will share their info, but only if there’s an incentive.

The majority of customers (89 percent) are willing to share private information with the brands that they trust; and for millennials, this percentage increases considerably. However, in return, consumers need more personalized, information-rich content. Data and consumer provided information may be a powerful tool as retailers start to determine the sorts of goods, promotional content, along with other information they share with clients on their mobile devices.

2. Mobile content is a significant influencer of all channels, even in-store.

Deal-savvy customers know what they need and how to find it at the best cost. Retailers, however, must concentrate on making the shopper’s travel seamless, from search to final purchase. When surveyed on where they redeemed the last retail promotion code, digital coupon, or internet offer found in their smartphone, customers stated a physical store (29 percent), mobile (26 percent), and on a computer (20 percent). This data suggests that mobile is influencing decisions across all channels, even in-store.

3. Content contained in general and email shopping apps are the top drivers for customers.

General shopping apps—sometimes referred to as mega apps (programs with mass consumer adoption that serve as a destination which shoppers always return to)—are the leader in driving consumers in-store (35 percent). When it comes to eCommerce, users noticed that emails from a retailer in their mobile device are most likely to induce them to visit a specific site (60 percent); however, content in general shopping programs (e.g., rebates, loyalty, or promotions) follow closely (57 percent). Nonetheless, this is where the gap in mobile content which merchants are currently providing begins to expand—The bulk of marketers’ efforts continue to be focused on mobile display and search advertising.

4. Evaluate all forms of mobile content and measurement.

Nearly all retailers surveyed (93 percent) stated that their brand requires a consistent approach to some form of mobile marketing. But, according to Forrester Research, just 13 percent of professionals monitor their companies’ audiences across offline and online channels. Attribution can be difficult to measure, but proper measurement of your brand’s mobile efforts throughout the customer journey will help better position marketing efforts in the long run—and remove any disconnect with the customer. Manufacturers will be poised to take a 360-degree look, by building partnerships with retail and analytics experts.

Smartphones aren’t going away anytime soon. With that in mind, retailers must do more to be able to reach and engage with customers on such devices. Mobile shoppers have been armed and ready. Do you want to be in the 20 percent who are not tracking mobile success?

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