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BizReport : Mobile Marketing : January 12, 2016

How to engage mobile shoppers

Mobile shoppers are notoriously 'in the moment' shoppers. They're in a store looking for a specific product or they've purchased a new device and want peripherals that aren't available in a store. But, that doesn't mean mobile shoppers are easy to target. Stephanie Trunzo outlines three tips to better engage mobile shoppers.

by Kristina Knight

Step One: I want it NOW! Focus on the increasingly discerning customer expectations.

"Consumers can order products and services from their mobile devices and have them delivered within an hour, social buttons have created a one-stop shopping experience, and wearables are putting all this technology right at our fingertips. Mobile innovation has created a shift in customer expectation to a "need it now" culture," said Stephanie Trunzo, CDO at PointSource. "Users won't tolerate long page load times or mobile apps that are difficult to use. Retailers can't build a mobile app and walk away from it, they must constantly iterate on it, being intentional about customer experience and ensuring that they're offering the right call to action."

Step Two: Shopping is all around me. Mobile is as much in-store as it is on the couch.

"The lines between e-commerce and brick and mortar are blurring with the proliferation of omnichannel strategies. Digital is central to every aspect of retail strategy, and the primary method for in-store integration is mobile. Retailers are increasingly using tech beacons, promotion offerings and gamification to engage with consumers in-store. A Reuters poll conducted earlier this month found that 50 percent of shoppers said they would use their mobile phones while shopping in stores, up 8 percent from last year. These integrated shopping experiences provide an added level of personalization, which impacts both customer loyalty and sales," said Trunzo.

Step Three: My phone, my friend. Mobile first thinking creates deeper customer relationships.

"According to IBM, retail purchases by mobile phone have increased 34 percent in the last year. Mobile is driving sales and retailers are shifting toward a mobile first mindset, considering how mobile can impact other areas of the business and marketing channels," said Trunzo. "Customers have come to expect a deeper level of personalization, and mobile enables that relationship with consumer. Unlike desktops, mobile devices are usually on hand, allowing retailers to leverage them and stay top of mind."

Image via Shutterstock

Tags: m:commerce tips, mobile commerce, mobile marketing, PointSource

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