While retailers implement mobile into their customer engagement strategies, many consumers still are adjusting to their mobile devices as a shopping tool. Among those retailers, Nordstrom has made a name for itself in the mobile engagement industry; it ranked highest in mobile capacity in the recent BIGinsight Mobile Aptitude study.
“Nordstrom has really embraced mobile as a social medium,” Pam Goodfellow, Consumer Insights Director for BIGinsight, told RetailTouchPoints. “Demographics is a main component; regarding income, it’s easier for a Nordstrom shopper to own a tablet or a smartphone versus a Walmart consumer.”
The BIGinsight Mobile Aptitude Score was calculated using shoppers’ mobile ownership; usage (including apps and QR code readers); influence to purchase; and frequency of mobile Internet access. Nordstrom’s mobile capacity scored the highest with 119.9 points, followed by Macy’s (116.4) and Dillard’s (113.4).
“When devising a marketing strategy, Mobile Aptitude Scores are key to retaining current customers and attracting new ones,” said Goodfellow, in a press release. “These findings highlight the shoppers who are more apt to respond to mobile media, likely because they have both the means and the motivation.”
Consumers are more likely to engage with retailers who appeal to their interests as well as their needs. Most (75%) of Nordstrom mobile users download apps to their tablets and mobile devices, compared to 55% of JCPenney shoppers. These numbers indicate consumers’ level of comfort in using mobile and these apps, according to Goodfellow. “A set of shoppers indexing below 50% does not mean they do not use these devices: they may not be utilizing them as frequently nor relying on them as much as shoppers who have indexed above average,” she said.
Technology’s Role In Mobile Adaptability
As technology continues to evolve, its role in the retail industry will come to the forefront for retailers pinpointing customer engagement best practices, according to Goodfellow. “Technology is ever-evolving and becoming easier to use. As consumers develop a steady comfort level with mobile, retailers will need to look to mobile to reach their customers.”
Brick-and-mortar stores are becoming more of a “showroom” for mobile rather than a place of purchase. With the focus on mobile, retailers can incentivize shoppers to make purchases within brick-and-mortar stores in these three ways, said Goodfellow:
- Follow mobile trends in the marketplace;
- Meet consumers’ needs at every touch point; and
- Keep an eye on the technology available to retailers.
Mobile Aptitude Scores help retailers better understand consumer trends and highlight the areas in which they need to focus to create a more compelling mobile customer experience.
BIGinsight’s mobile findings are based on 24,578 responses from its Media Behaviors and Influence Study released December 2011.