By Anthony Nicalo, Dónde,
The retail sphere is in the midst of a massive overhaul, and if marketers aren’t prepared, they’ll not only miss out on sales, but also face becoming irrelevant.
The entire population of unconnected people is shrinking. As more of the world ventures into the online realm, the way people are accessing information is also changing. Mobile phones are increasingly taking over as the premier source for information.
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People spend most of their time using mobile phones (second to sleeping, in fact). They access social networks more frequently from a mobile device and open more emails with them. And more shoppers reach for their phones to browse products online — even when they have a PC within reach.
This shift reflects an entirely new pattern in consumer shopping and buying behaviors. There’s no longer a linear path or cycle to purchase. Instead, nearly every consumer touch point includes a mobile device. And to capitalize on these potential points of sale, marketers need to integrate a mobile-first mentality into every facet of their marketing presence.
Making The Push Toward Mobile Integration
Consumers use mobile at nearly every point of the sales cycle. But still, many marketers aren’t modifying their approach to match their audience’s behavior. Why? They likely didn’t anticipate how rapidly this trend would surface. After all, mobile traffic was less than 20% just a few years ago. Today, it’s over 60%.
Now is the time to start shifting your approach to reflect a new generation of shoppers. Whether you’re new to marketing or you’ve been in the game for a while, there are a few changes you can make to integrate mobile across the retail sales cycle:
- Think of “online” and “offline” as a single experience. Retailers winning in the online marketplace understand that shoppers don’t think in channels. That’s why your brand’s mobile presence is so important; it plays a role in both online and in-store sales.
This change in behavior has already made an impact on the holiday shopping season. Defined shopping moments are disappearing because shoppers are approaching e-Commerce and in-store commerce as a single channel. In fact, sales from U.S. consumers who consult the Internet before making an in-store purchase are four times larger than online sales.
- Create a mobile-optimized site. Don’t just transfer your desktop content into a mobile layout. These sites often don’t convert into sales; they just produce ill will and lost revenue. Instead, create a site that’s specifically designed for mobile. And remember, preparing for a surge in mobile traffic is especially important around the holiday season.
- Enhance your in-store shopping experience. Shoppers have a constant Internet connection. This isn’t a threat, but rather an opportunity. Make it easy for shoppers to find content, such as product reviews, on your mobile site. Also offer convenient price-matching options, and make it simple for users to post photos on Instagram to get instant feedback from friends and family — through free in-store Wi-Fi, of course.
- Tailor your e-Commerce and m-Commerce experiences. Customers behave differently on smartphones and tablets, and your site should reflect that. According to a Digby report, across all the mobile sites the company has built, shoppers use store locators 63 times for every m-Commerce purchase they make. That’s why it’s wise to show mobile shoppers directions to a store and offer push purchases as a secondary option.
- Go fully omnichannel with mobile. When you fully integrate every aspect of your online and in-store presence with mobile, you’ll create a seamless experience. This means offering in-store inventory online, offering click-and-collect options, creating mobile shopping experiences in store, and more.
To reach the ranks of retail leaders like Sephora and Nordstrom, you need to start thinking bigger with mobile. They’re ahead of the curve for a reason. Both brands understand that technology and buying behaviors are continually changing. They’re constantly seeking new ways to reach people from the devices they use most and create an experience that delights their customers.
Don’t be afraid to experiment with mobile. After all, testing new approaches and implementing iterative changes will deliver an experience that will keep shoppers from every channel coming back. Once you understand the fundamental changes in shopping behavior and the pervasiveness of mobile, you can create mobile-first marketing for every possible shopper interaction.
Anthony Nicalo is the CEO of Dónde, a mobile marketing platform that helps brands and retail convert digital consumers into in-store shoppers. Nicalo was a competitive debater at the University of Michigan before a career as a professional chef. He’s now a serial entrepreneur. Nicalo is a thought leader in digital marketing, an expert in omnichannel commerce, and a frequent presenter on the future of commerce, mobile retailing, and shopper marketing, including at Shopper Marketing Expo, iMedia Summits and Kantar Retail.
