According to Google and Ipsos, 29% of smartphone users will immediately switch to another site or app if the one they are browsing doesn’t satisfy their needs quickly (for example, if they can’t find the needed information or if the site/app it’s too slow). In other words, being fast is a crucial concept for marketers in both customer acquisition and retention plans. Mobile technology created a behavioural change in consumers, by increasing their expectations of speed in their relations with the brand through all the channels, including store, web, app, call center, etc.. That means that retail and e-commerce marketers should focus their efforts on collecting and analyzing as much data as they can regarding their customers’ behaviours and preferences in order to engage with users through meaningful marketing campaigns sent at relevant mobile moments.
Google’s research shows that more than 1/3 of smartphone owners are usually in a hurry searching for a local business on their smartphone; 40% of them are usually in a hurry while looking for instructions on their smartphone and 28% of them are usually in a hurry while buying something on their smartphone. These numbers emphasize the importance of being quick for retail and e-commerce sectors.
Google provides different ways for brands to be quick in front of customers, such as eliminating steps and anticipating needs. Marketers should deploy appropriate strategies in these areas in order to win micro-moments for their customers and/or prospects.
Tactics and Insights to Eliminate Steps for Retail and E-Commerce Sectors
To be quick by eliminating steps, retail and e-commerce brands can deploy 3 strategies:
1- Implementing One-Click Functionality:
Both for retail and e-commerce apps adding ‘instant buy’ buttons will enable consumers to finish their transactions quickly.
2- Helping the User to Fill in Forms:
Both for retail and e-commerce apps, one-click order will enable consumers to finish their transactions quickly.
3- Providing Alternatives to Finish the Transaction:
Providing location based discounts push notifications to direct consumers to retail store (for Retail brands) or sending interactive push notifications to the consumers who abandon their shopping basket (for e-commerce brands), will enable consumers to finish their transactions quickly.
Tactics and Insights To Anticipate Needs for Retail and E-Commerce Sectors
To be quick by anticipating needs, retail and e-commerce brands can deploy 3 strategies:
1- Putting the Big Stuff First
Both for retail and e-commerce, call to actions are one of the most important concepts. Retail brands can send location based push notifications with call to actions; e-commerce brands can use in app pop-ups, triggered by specific user actions, which contain a call to action.
2- Being Location-Aware
Both for retail and e-commerce apps, communicating with target audience by using their location, for example by sending location based discounts with interactive push notifications, will increase conversion rates.
3- Looking at Past Behaviour
Both retail and e-commerce app marketers can use push notifications according to their customers’ past behaviors, such as leaving an item in the shopping basket. Push notifications can be sent to these customers to remind them to proceed with their purchase.
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