December 13, 2012
Alas–it’s the time of year where holiday shoppers flock the busy city streets and retail stores looking to cram in their holiday shopping. But this time is not just another holiday shopping season–it is very much a mobile shopping year. The signs made their appearance early this year and it is encouraging how encouraging brands and retailers were. The last couple of weeks we’ve noted more and more mobile friendly emails from the likes of Kate Spade, Bath & Body Works and more!
According to a report published by IBM, 24% of Black Friday consumers used a mobile device to visit a retailer’s store, 10% up from last year. Cyber Monday was also very promising, as the number of cyber consumers that used a mobile device to access a retailer’s website rose by 70% over last year to reach an overall 18%. And wait—there’s more: total purchases from mobile devices on those dates almost doubled since last year, making up 13% of total online purchases.
Looking at the above stats, it is without a doubt that mobile will play (if it hasn’t already) an integral part on the holiday shopping season. But don’t expect consumers to go mobile frenzy in the next few weeks without the right tools and campaigns. Below are 4 tactics and trends to attract consumers in order to have a Merry Mobile Christmas!
1. Local & Smart Mobile Ads
Marketers are constantly looking for more engaging and interactive ways to combine location-based advertising with the in-store experience. By successfully combining the click-through action with the in-store experience, brands can move from intrusive to an extension of the overall shopping experience. Take Paul Bakery for example; Paul successfully pushed interactive ad units to all mobile users who visited a search engine on a 1km radius at their Prague store, inviting users to grab a free croissant by visiting Paul “around the corner”. Walk-in consumers flocked the store to create high engagement.
2. Mobile in Multi-channel Campaigns
Mobile multi-channel campaigns were the success story of the last two Super Bowls. Shazam did it right as they knew how to engage the TV audience, and helped approximately half of the game’s advertisers link their ads to exclusive songs, car giveaways, and other additional content. Brands who can create strong links between advertising channels will have a significant advantage during the shopping season. The key to success is to enable your consumers to remember your offer after your 30’’ TV ad. Let them interact with you using their most personal device, and carry your brand around with them up until the time they reach your store.
3. mCommerce Apps
They are no strangers to the game. But some believe that mobile applications do not provide a holistic picture of a brand or a store and are simply used for product research on-the-go, turning users to the full site version. As Michael Collins, CEO of Joule, said: “Many marketers think mobile is just apps so when their app is less than successful, as many brand apps are, they believe mobile doesn’t work for their company.” That is not the case, however, since more and more retailers have strategically developed user-friendly mCommerce applications, offering consumers the ease of navigating from product to product and finalizing their purchases instantly. A great example of such a user-friendly mCommerce App, also combining loyalty, is Bath & Body Works.
4. Social Mobile Campaigns
The power of social networks is well established on marketers’ minds. Consumers now access Pinterest and Facebook Promotions through their mobile device, generously offering brands an ace under their sleeve. And that’s because a social campaign can elevate a mobile promotion. Consumers during the holidays will look for ideas through their social networks, see what their friends “recommend” and share on their social pages. Keeping in mind that a user can now share a story or a picture or even a promotion via mobile, marketers can step up and deliver stellar small screen promotions that will drive passer-byers in-stores. Check out campaigns from Victoria’s Secret and study how well they leverage both social networks to full extent.
The four above tactics use something in common: they all focus on providing the right information at the right time, helping consumers progress to the next stage of their decision making process. Mobile is becoming an integral part of our overall traditional shopping experience and if capitalized effectively, in couple of years it should surpass online shopping. Retailers and brands need to realize mobile web is essential and is here to stay.