The mobile revolution is transforming the way consumers shop both in retail stores and online. It’s becoming more and more important for marketers in retail and e-commerce sectors to win omni-channel shoppers by engaging consumers via mobile marketing. For this reason, we chose to focus this blog post on best mobile commerce tips for retail and e-commerce.
What is the ‘mobile revolution’?
Studies and industry reports show that there is a mobile revolution happening all over the world. Within this revolution, concepts like mobile shoppers, micro-moments and omni-channel shopping are gaining importance among marketers in all sectors.
According to Google, 68% of smartphone users check their phone within 15 minutes of when they wake up in the morning. Moreover, Mitek and Zogby Analytics reported that 87% of smartphone users always have their smartphone at their side, day and night. Similarly, KPCB pointed out that we check our phones 150 times a day and according to Comscore we spend 177 minutes on our phones per day. All these numbers emphasize the importance of mobile devices in our daily life.
￼￼￼￼￼￼￼Behind these numbers there are countless mobile interactions, like checking Instagram via mobile device while waiting to pay in a supermarket line, texting to a friend via Whatsapp while checking sneekers at a department store and sharing location information while drinking coffee at a mall. These moments are crucial for brands because businesses have an opportunity to engage with their customers and/or prospects at these mobile moments.
How to increase customers’ engagement and retention through mobile commerce: the importance of being there at relevant mobile moments
Google defines mobile moments of consumers as ‘micro-moments’ and divides them into four: ‘I want to know’, ‘I want to go’, ‘I want to buy’, and ‘I want to do’ moments. These micro-moments are crucial to marketers since they can be regarded as critical touch points within today’s consumer decision making journey. Marketers should decide their mobile marketing and engagement tactics for each micro-moment stage, in order to ‘be there’, ‘be useful’ and ‘be quick’.
Several data show that all these micro-moments are particularly important to retail and e-commerce brands, because these businesses are directly affected by the actions taken by consumers in their decision making journey. Therefore, retail and e-commerce marketers should focus on deeply analysing and targeting these mobile moments in a relevant way in order to improve their users’ engagement.
This is strongly supported by the following statistics:
– 82% of smartphone users say they consult their phones on purchases they’re about to make in a store;
– there is a 20% increase in mobile’s share of online retail session;
So what should retail and e-commerce marketers do to be sure to be successful and win at these micro-moments?
Every marketer wants to ‘be there’ for their consumers especially at their mobile moments. That’s mostly because appearing in front of consumers at their mobile moments brings the highest conversion for marketers. For instance, a joint study by Google and Ipsos shows that 1/3 of smartphone users has purchased from a company or brand other than the one they intended to because of information provided at the moment they needed it.
Being there gives a chance to brands to address consumer needs at the right moment and to help their consumers to move along their decision making journey. In addition, being there helps marketers to deepen their relationship with their users in order to increase their loyal customers base and customers’ lifetime values.
Being there at consumers’ mobile moments such as mobile searches, app interactions, mobile site visits, or mobile video views is crucial for marketers, especially in retail and ecommerce sectors.
Mobile commerce strategies for retail and ecommerce marketers to win mobile moments
To increase mobile users’ engagement and the number of loyal customers, retail and ecommerce marketers need to do more and being there for consumers at relevant mobile moments, such as ‘I-want-to-know’, ‘I-want-to-go’, ‘I-want-to-do’, and ‘I-want-to-buy’ moments. Marketers need to be useful by providing relevant information when consumers need it. Thanks to the increase of mobile usage, being there for customers at their mobile moments can be more achievable than ever, but still requires from marketers to deeply understand their users and focus on their actions through the app in order to target them via effective and appropriate mobile commerce strategies.
Mobile technology provides a rich understanding of the context around consumers’ underlying intent and that context gives to brands some very powerful clues to be more relevant and useful for consumers at their moment of need. Being useful at these moments is very important for marketers because by providing utility to their customers, they prevent users from leaving the brand forever.
According to Google and Ipsos, only 9% of consumers will remain on a mobile app even if it doesn’t satisfy their needs (for example, to find information or navigate quickly). So let’s have a look at the best mobile commerce practices for different mobile moments that retail and ecommerce marketers can use to engage and keep their customers on board.
I-Want-to-Know Moments: At ‘I want to know’ moments consumers are in an exploring mode. In this micro-moment they want useful information and sometimes inspiration.
Retailers can be useful, for example, by giving further info regarding some products when the consumers are in a store. This may be achieved by using beacon technology.
E-commerce brands can be useful for their customers by using, for example, in-app popups that appear in front of consumers who are having a hard time navigating within the app.
I-Want-to-Do Moments: According to Google and Ipsos, 53% of smartphone users feel more favourable towards companies whose mobile sites or apps provide instructional video content.
For both retailers and e-commerce brands, adding instructional product videos to their mobile sites and/or apps can be a way to ‘be useful’ at the very moment their customers are trying to understand the product.
I-Want-to-Go Moments: According to Google and Ipsos, %61 of smartphone users say they’re more likely to buy from companies whose mobile sites or apps customize information to their location.
For retailers, showing a nearby store where a particular searched-for product is in stock can be a good example of being useful at ‘I want to go’ moments.
For e-commerce brands, sending tailor-made offers via interactive push notifications, by targeting specific locations like malls, shopping centers, etc., it’s a way of being useful and catching customers who are at ‘I want to go’ moments.
I-Want-to-Buy Moments: At these moments, customers should be encouraged to purchase in whatever way suits their needs, whether in-store, on mobile, via call center or across devices.
Enabling mobile payment via NFC (for retailers) and providing easy and quick payments with appropriate user experience within the mobile app (for e-commerce brands), are examples of ‘being useful’ tactics at ‘I want to buy’ moments.
Mobile commerce strategies for retail and ecommerce marketers to be quick and win mobile moments
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 mobile commerce 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 mobile retail and mobile 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 to be quick for mobile commerce marketers, especially in 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. Mobile commerce marketers should deploy appropriate strategies in these areas in order to win micro-moments for their customers and/or prospects.
Mobile Commerce 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.
Mobile Commerce 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.
Netmera Marketing Team prepared an e-book covering mobile commerce insights and best practices for retail and e-commerce sectors by diving into micro-moments and omni-channel shopping. In this e-book consumers’ mobile moments regarding retail and e-commerce sectors are explained in detail along with insights and best practices for marketers to win customers through mobile commerce. Since consumers are very open to the influence of brands at their mobile moments, while they are taking decisions, marketers should be ready to take action at users’ mobile moments. The main purpose of the book is to provide insights to the readers about mobile micro-moments, omni-channel shopping, mobile shoppers and mobile commerce best practices to promote users engagement in retail and e-commerce sectors.
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