Moving from Web-to-Mobile Retail: Easing the Transition

Shifting the retailer mindset from web-based retail to mobile retail is a massive shift, and not unlike the bricks to clicks movement in the early-to-mid 2000s. This pivot to mobile retail is causing brands to re-examine their priorities, moving resources to mobile commerce and marketing, and rethinking their customer mobile experience. With over 29% of all 2015 US e-commerce sales coming from mobile sales, brands fully understand the impact of this profound trend.

Woman using smart phone in subway

Rethinking marketing strategies

While some companies were born in the mobile-first era (think Rent the Runway, Dollar Shave Club, Touch of Modern), most were not, instead coming from a brick-and-mortar retail legacy. Some brands may still be reeling from the shift to online that they have undergone in the last half decade, still grappling with how to integrate yet another touchpoint into the customer experience.

Each organization will face this challenge differently; some will take it on headfirst, re-thinking and evaluating every element of their marketing and customer experience to address the mobile movement. Others will move incrementally, wading in toe-by-toe to test the mobile retail waters and see what customer response and ROI they can expect from their efforts.

Whether your organization is diving in head first, or easing into the transition, deciding where to put your efforts can be a challenge. By identifying and executing a few quick-win opportunities to prove the value of mobile marketing, marketers will set the foundation for successful mobile marketing.

Below, we take a look at some of these quick-win opportunities:

1. Inject mobile marketing into all of your campaigns

By now, marketers are well into Q1 campaign planning, evaluating campaign concepts, channels and touchpoint plans, and forecasting resulting ROI. Now is the time to review your campaign plans and identify where you can include the mobile channel to complement and leverage existing activities.

For example, offer promotion codes through email that are exclusive to the mobile app, driving users from your email channels to download and use the mobile app. Your mobile channel, where response rates are much higher, will increase the conversion rates over time. 17% to 20% of users who receive push notifications click the link it contains, while email has a 2-3% click-through rate.

For optimal results, design your mobile marketing messages as part of your multi-channel campaign. Include in-app messages, push messages, and SMS as part of your larger campaign initiative, capitalizing on the strengths of each communication type. Mobile offers should be part of a larger campaign, communicated over time. 43% of Customers are more likely to make a purchase when mobile offers are part of an orchestrated campaign that unfolds over time across multiple channels.

2. Capitalize on mobile moments to drive conversion

With bi-directional data, marketers have the luxury of responding precisely with the right message at a key moment. Marketers can now identify when a customer has left the checkout line, literally. If a customer is shopping in your mobile app, and they abandoned the cart, then all your hard work has been lost. You successfully brought them into your app, enticed them to shop on your app, and then lost them at the checkout when they abandoned the cart. Now is the moment to send a push notification to attract them back into your app for the final purchase.

Get to know your customer, and use that knowledge. One of the most powerful things about online retail is the ability to know what your customer looks at, explores, buys, and leaves on the shelf, on a large scale. This powerful insight never existed in the ‘real world’. We did not know what they touched, tried on, and left in the dressing room. We only knew what they actually bought (assuming their purchases were linked to their customer accounts).

This knowledge is incredibly powerful if we use it to tailor their interactions with us. Send a targeted promotion based on your customer’s previously browsed products. If they have continuously browsed your black leather boots, then give them that last push to commit by sending them a personalized, time-sensitive promotion on leather boots. Conversion rate increases dramatically when offers are personalized. 66% of subscribed-to-mobile marketing indicate that they have made a purchase as a result of receiving a highly relevant mobile message.

Learn to make mobile work for your business

Register now to join our webinar on Wednesday, Nov 30th, at 11 a.m. EST / 8 a.m. PST / 5 p.m. CET for a complimentary webinar: Mobile Marketing: Leveraging Mobile Moments to Drive Customer Actions. Our VP of Mobile Products, David Galante, and Growth Project Manager at Runtastic (an Adidas Group company), Reinhard Buchinger, will discuss:

  • How Runtastic was able to create the ultimate personalized mobile app experience.
  • How to achieve high ROI with revenue events through automated marketing.
  • What marketers should focus on for the biggest wins in mobile marketing.

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Wednesday, 16 November 2016