October 23, 2012 Leave a Comment
One of the surprising results of the 2012 MarketLive Consumer Shopping Survey was the strong showing forecast for mobile in the holiday season to come. By now, heavy mobile researching is to be expected, but the survey revealed that a large percentage of consumers plan to go beyond browsing to use their devices to transact purchases. Specifically:
- One in five survey participants plan to make purchases on their mobile devices during the holiday season
- 43% said they would use their mobile devices to redeem coupons in-store
- 82% said they would use retail apps to make purchases
With such potential for direct contribution to the bottom line, mobile offerings deserve prominent promotion. But often, the only mention of mobile on the flagship eCommerce site is a small link in the footer — or, worse, there’s none at all. With the holiday season right around the corner, merchants should act immediately to highlight whatever mobile offerings they have — using all the touchpoints to cross-promote their services. Specifically, merchants should:
Go big with details on the eCommerce site. On the flagship eCommerce site designed for viewing on desktops or browsers, devote a page or more to mobile offerings, detailing what’s available through text-message alerts, the mobile Web and on custom apps. Toys R Us features a page detailing its three mobile apps, with links to download each, along with its mobile Web site. With the heading “Buy and browse from anywhere!” the page emphasizes convenience, calling out the ability to scan item barcodes for registries and research and to access “quick on-the-go shopping”. The left-hand column invites browsers to sign up for text-message alerts by emphasizing “the hottest deals and savings” and allows subscribers to select which categories of alerts they’d like to receive.
Additionally, merchants should consider linking to mobile information from a promotion on the home page and/or in the global header, as MarketLive merchant Perricone MD did when launching its new iPhone app. The home page promotion promises “instant access” to health advice.
Alert email subscribers to new ways to shop. Email subscribers are already familiar with the brand and may already even be customers — but that doesn’t mean they don’t have any interest in shopping via mobile device as well as on the traditional Web site. Message them with a promotional offer exclusive to mobile shoppers, as MarketLive merchant Armani Exchange did with this message promising $20 off mobile orders of $100 or more. After the campaign, the mobile site saw a three-fold increase in conversions.
Reach mobile-primed shoppers via social networks. Fully 80% of smartphone owners visit social networking sites, and more than half of them do so daily, according to data from Google and Ipsos. Merchants should engage this audience of mobile enthusiasts by promoting their offerings on social outposts, emphasizing the ability to access exclusive and up-to-the-minute content. Victoria’s Secret promotes its apps and mobile alerts service on a “Get Connected” page linked prominently from its main Facebook Timeline.
How are you promoting your mobile services across touchpoints?