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‘Tis The Season To Be Mobile: A Guide To Wooing And Winning The Modern Holiday Shopper

By Alicia Fiorletta, Senior Editor


Get personal with customers this holiday season by focusing on their most personal devices: smartphones. Consumers rarely leave these beloved devices beyond arm’s length, and that makes the mobile device an ideal channel for businesses to initiate contact and engage with consumers — especially during the competitive holiday season. Up to 90% of American adults now own cell phones, and 44% have slept with their devices next to their beds to ensure they don’t miss calls, texts or push notifications, according to the Pew Internet Project.

Even better, more consumers are using mobile devices to research products and complete purchases: In November 2013, 17% of all sales derived from mobile devices, according to IBM research. This number is expected to reach 20% this holiday season.

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But don’t forget tablets in your mobile strategy. Smartphone owners may be using their devices to find stores (76%), look up prices (66%) and redeem coupons (49%), according to Nielsen, but tablet users browse and buy more on their devices. The same report concluded that while 32% of smartphone users said they purchased physical items on their device, 40% of tablet users said the same. Tablet users also are more likely to research items (65%) on their devices than smartphone owners (59%).

Since studies have found that tablet users spend about 20% more per order than desktop shoppers, according to Mobify Insights, it is imperative that businesses consider the role of these devices throughout consumers’ holiday shopping journeys. Make sure your brand is on the map they’ll use to navigate those journeys.

If you’re eager to ideas flowing, here are a few more tips and tactics to help you stay top-of-mind with your mobile-toting consumers:

  • Understand the value of different screen sizes: Pocket-sized smartphones provide fingertip access to products, prices and information on the go. Holiday research from Deloitte indicated that smartphone users planned to use their devices to get store locations (56%), check/compare prices (54%), access product information (47%) and read reviews (44%). Conversely, tablets’ larger screen sizes can facilitate richer experiences. Understand the benefits of each mobile channel, and build your strategies around what makes each device unique. For example, smartphones are optimal for delivering timely alerts and push notifications, while tablets are ideal for publishing rich product images and holiday gift guides.

  • Remember Turkey Day: The Adobe Digital Index 2013 concluded that mobile devices generated $1.06 billion in sales on Thanksgiving Day alone. After consumers finish their turkey dinners, many sit on the couch, watch TV and browse on their smartphones and tablets. Develop a messaging strategy around Thanksgiving Day so consumers receive timely emails and texts regarding your holiday sales events while they’re “vegging out.”  

  • Encourage shoppers to engage on social media: The vast majority (71%) of consumers use mobile devices to access social networks, according to the Adobe 2013 Mobile Consumer Survey. Use in-store signage to promote your social presence, and encourage consumers to share their feedback – even purchases – across networks. For example, create a holiday-specific hashtag and ask them to share photos of their purchases on Instagram. Once they share a post on social media, be sure to “like” their post, re-tweet it or comment on it to show your appreciation.
  • Consider beacons to personalize engagement: Many big-name brands and retailers — including Macy’s, Tesco and Kenneth Cole — are using beacons to engage with in-store shoppers in a more intimate and personalized way. But businesses of all sizes can take advantage of the technology to send personalized messages to customers as they shop. Want to learn more about beacons and how they can help you improve the customer experience? Click here to access a comprehensive feature about the technology and how merchants today are using it.

How will you be using mobile to engage holiday shoppers? Share your ideas and strategies in the comments section below! 

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