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There have been two interesting articles recently about mobile shopping, particularly around the holiday season. The posts had all the usual facts about how mobile is growing, marketers need to build native apps, etc – the things we’ve all heard before. But there was one part of the analysis that jumped out: 84 percent of smartphone shoppers use their device while shopping inside a store.
Marketers can celebrate; this applies to all product verticals. Some industries show a higher increase than others, but all benefit from mobile engagement: apparel, electronics, beauty, appliances and so on.
Some brands are worried that increased sales on mobile mean decreased sales in-store. Put those fears to rest. The study also explained that while customers make fewer visits to brick-and-mortar shops, retail sales have increased by about $100 billion over the last three years – from $681 to $783 billion. The best demographic to target are frequent mobile shoppers, who spend 25 percent more in-store.
The moral: while less consumers shop in-store these days, in-store customers spend more, using mobile to help their purchasing decisions.
This brings us to two questions. How can you leverage mobile to get consumers inside your store? And how do you persuade users to spend more once they arrive?
Raising consumer awareness
The best ways to get customers interested in your product or service are to directly address needs in real-time and pique their interest with relevancy.
“In-store customers spend more,
using mobile to help purchasing decisions.”
Use real-time information to reach your consumers. If the weather in their city takes a dip, advertise your store’s newest cold-weather apparel. If they’re looking up movie times at a nearby theater, advertise a movie trailer or a subscription to Hulu Plus. Predict needs and solve problems before consumers are even aware they exist.
Likewise, hook mobile customers with relevancy. For instance, if a user favorites an eggnog recipe on a cooking app, Silk can offer them a free sample of their almond milk. Free samples can introduce consumers to products they’ve never tried, raising awareness and increasing purchase intent.
These in-app rewards, like free products, discounts and so on, are different from standard holiday sales. Since they’re offered to users for loyal mobile behavior, they feel special and exclusive – like an individual achievement rather than a promotion given freely to the masses. Rewards can be the make-or-break tactic that convinces consumers to visit your store in-person.
If you’re unsure about what tactics to use, check out this post about our five holiday tips for brands on mobile. And of course, make sure you’ve clearly listed your location and hours on your mobile app.
Keeping consumers engaged
Once consumers are in your store, you need to keep them engaged.
“Shoppers are more likely to reference their
phone for info than ask store employees.”
Smartphone shoppers are more likely to reference their phone for information than ask store employees. This means that brands have a responsibility to give shoppers the information they want on mobile.
82 percent of consumers said they use their phone to look up detailed product information. They discover where the item they want is sold by browsing brand and store apps, they look up price comparisons across scanner apps and deal sites and search the web for promo codes. Mobile marketers should make all this information immediately visible on their apps, with reviews, comparisons and flash sales linked from the product page. They can also take things another step forward, by listing relevant products that will keep users engaged in the store for longer.
It’s vital to have comprehensive information accessible on your app. Shoppers aren’t just glancing at their phone for quickly. They’re using mobile for 15 or more minutes per store visit. If you thought consumers were just browsing Pinterest as they waited in the fitting room line, think again.
Consumers already knew they wanted to purchase one item before visiting your location. Leveraging mobile to encourage additional unplanned purchases will increase their total spend and help you reach your holiday revenue goals.
Have questions about your holiday strategy? We’re happy to help. Leave us a comment below or reach out to us on Twitter.
Kiip redefines how brands connect with consumers through moment-based rewards. Rewards increase engagement and purchase intent, and 84 percent of mobile users say they prefer mobile rewards over ads.
Hundreds of brands already use Kiip. To learn more, visit kiip.me/brands.