No longer fearful that mobile shopping will steal shoppers from physical stores, retailers understand that they can better engage customers by meeting them on their personal devices.
The trick is finding the right way to do it.
Retailers can leverage mobile in a number of ways, fostering a better connection with consumers. But that connection isn’t restricted to the store itself. In fact, retailers are finding out that mobile can reach beyond a store’s physical confines and bring in new shoppers from the outside.
Invest In Mobile Search Spending
Target is a strong example of mobile search spending as an investment into increased in-store traffic. According to Google, the retail chain recently discovered a stunning consumer trend: three-quarters of its shoppers start their journey on a mobile device, and one-third of those consumers click on a mobile ad before visiting a Target store.
Armed with that information, Target began an aggressive mobile search campaign that used paid advertising to target consumers within a close proximity to retail locations. Mobile has become Target’s “new front door,” welcoming shoppers into a store before they ever arrive.
Build Customer Profiles From User Information
Shoppers don’t always hate having their data collected, but they want that data to be working for them. That means providing smarter solutions that create a more engaging consumer experience.
Smart recommendations, a fluid omnichannel shopping experience, connected shopping histories and other applications of customer data will can better connect with those customers in tangible, valuable ways. Shoppers get something in return for their mobile engagement, and the value of that synergy incentivizes shopping.
Provide Your Own Product Reviews and Information
Shoppers will use their mobile devices to gather information about a product. Instead of allowing that traffic to take them to other websites and brands, retailers can better connect with shoppers by containing that research within their brand properties. A separate Google publication noted that Sephora has improved its in-store beauty and body-care experience by enabling mobile scanning of products that pulls up product information and reviews.
Eighty-two percent of shoppers use their mobile devices when shopping in stores, per Google, and almost one-quarter of shoppers change their minds on a product while researching items in the checkout line. That mobile influence is far too great to be ignored.
Link Mobile Assets To Physical Stores
Integrating the mobile experience within a brick-and-mortar store is huge for customers looking to better connect with brands. Tangible mobile services, such as access to inventories, store maps, location info, sale items, recommendations and other information, are all valuable to the in-store shopping experience.
These are all practical mobile extensions of retail services that already exist — only now, they exist in the pockets and purses of shoppers. Smartphones are an easy platform to build these offerings, and the collective appeal of these services offer great incentive to visit the physical store.
A connected consumer is a happy consumer. For retailers, the task becomes looking beyond the walls of a location, and fostering that connection before, during and after a trip to the store.
Mad Mobile is the leading provider of mobile-first solutions for the world's top companies and retailers.
Looking for a technology partner who can deliver amazing mobile solutions across multiple mobile interfaces?