Now that retailers have captured consumers’ attention with mobile apps, it’s time to get them to take a bite. In other words, convert browsers into buyers as a way to curb showrooming. An article on the Business Insider website highlights how more retailers are engaging their customers through omni-channel retailing.
No longer considered a newcomer to the marketing scene, mobile is now a major player in omni-channel retailing and in the battle for consumers’ dollars. Statistics cited in an article on the MediaPost website make it clear: mobile is here. Retailers must start leveraging mobile strategies now. Those playing the waiting game will go out of business.
People, especially the younger generation, expect to be able to do everything through their mobile devices. A recent study cited in an article on the MediaPost website proves that consumer patterns today are centered on mobile. Retailers must make sure the mobile facet of their omni-channel retail strategy keeps up with the demand.
Security is always a consideration when using mobile point-of-sales systems. However, with today’s advanced security technology, mobile POS is in many ways safer than in-store manual methods. An article on Mobile Payments Today’s website outlined a handful of reasons why retailers should consider implementing mobile POS.
These days everything is about what gets attention, especially when it comes to mobile. An article on MobileGroove.com looked at the trends affecting mobile consumers and here’s the key: Mobile is entertainment. Retailers are competing with other distractions for the customer’s attention, so their apps can’t just be about getting information.
Just like consumers looking for the hottest holiday toy, retailers are looking for the hottest way to market during the holidays — and all signs are pointing to mobile. Retailers can make these trends work for them during the holiday season, says an article on SearchEngineWatch.com. Satisfying customer demand is all about understanding key trends.
A recent survey cited on MarketingForecast.com shows that mobile is the key to driving up holiday sales. But the web retailers that also have a brick-and-mortar store may have a competitive advantage. Let’s say a customer walks into a store to purchase an item, but the location doesn’t have it in stock. It’s a major advantage to be able to take that order and have it shipped to the customer’s house.
“Showrooming” is a force to be reckoned with — and embraced. Done right, it can encourage consumers to shop in-store rather than going to the competition. An article on Mobile Commerce Daily’s website found many shoppers are using their phone in-store to assure themselves about a purchase, such as gathering product information or redeeming mobile deals.
The most expensive political race in history is also taking the lead in marketing innovation. Each campaign is generating innovative ideas for their mobile marketing strategy, according to an article cited on MediaPost’s website. For retailers, it’s like having a million-dollar R&D mobile marketing budget –— for free. Retailers can take these lessons and incorporate them into their own mobile strategy.
Many shoppers have a personal shopping assistant at their fingertips: a smartphone. And it’s being used for more than purchasing items electronically. Mobile strategy is about leveraging mobile commerce to influence buying behavior, says an article on Mobile Commerce Daily’s website. Retailers are doing that by placing their loyalty programs on smartphones and embracing on-the-go comparison shopping.
Mobile apps are now a necessity for retailers. This holiday season, customers will be shopping on their phones in force. Retailers must respond to the mobile presence demand or risk missing out on sales. In a recent survey cited in an article on VentureBeat.com, 82 percent of adults expect to do some holiday shopping on their phones.
Randy Misener, Editor-at-Large
Randy Misener is the Industry Executive responsible for Enterprise Retail Management solutions at Avanade. Majority owned by Accenture, Avanade was founded in 2000 by Accenture LLP and Microsoft Corporation and has approximately 15,000 professionals in more than 20 countries.