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BizReport : Mobile Marketing : December 03, 2014

The key to mobile success for the 2014 holidays

According to one expert the 2014 holiday season will highlight a shift in the way shoppers use mobile devices. To date, most have used mobile devices to compare prices or look for store availability, but this year one prediction is that mobile will shift to become a bigger player in purchase intent.

by Kristina Knight

Kristina: What holiday metrics should online retailers track in 2014 in order to make the best decisions to evaluate technological needs?

Kurt Heinemann, CMO, Reflektion: Retailers should look at three metrics: percent of revenue per device, conversion rate per device, and customer engagement per device.

Kristina: What do you expect to drive online/mobile shopping success this holiday season? Will these factors increase/decrease in importance in the 2015 holiday season?

Kurt: The holiday shopping season has become larger as discounting and major sales have moved earlier than Black Friday. This is a big benefit to shoppers as well as the retailers. Both can manage the holiday buying process much more efficiently instead of packing so much activity into such a narrow window. This will continue in 2015 and will also provide a platform for some retailers to get very creative promotionally and not be locked into Black Friday.

As part of this expansion we have also seen much higher level of integration between the brick and mortar and online discount pricing, sales messaging and timing. This has the potential impact of adding an additional boost to overall online sales. I expect that this integration will be even tighter in 2015 and an even higher percent of overall sales going to online (more than projected).

Lastly, smartphone sales should spike as I have mentioned earlier. The overall acceptance of responsive design has been a big contributor to this opportunity. In 2015, we expect to see this percent of online purchases coming from smartphones increasing further.

Image via Shutterstock

Tags: 2014 holiday trends, m:commerce, mobile marketing, mobile shopping, Reflektion

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