3 Mobile Strategies Retailers Should Implement In 2017

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  • by: Alexis Prousis

According to Think with Google, 84% of shoppers in physical stores use their smartphones to get information about products and comparison shop. As Retail Dive points out:

These shoppers are checking for deals from the retailer (or its competitor), consulting with friends via text while trying on wares, and updating their social media accounts while waiting in line. Retailers have and will continue to make shopping—both in-store and out—a priority by investing and mobile apps and beacons for in-store use, in-app shopping capabilities, mobile payments in stores and mobile advertisements.

Understand Why Consumers Use Mobile While Shopping

Consumer shopping behaviors have changed over the last couple years. In the past, consumers might research at home before shopping. But with retailers now having apps and online stores, shoppers can do more before, during, and after the shopping journey. Retailers should understand why consumers are using their devices and implement different strategies based on their needs.

6 ways consumers use mobile in-store:

  • Price Comparisons

  • Maintain Shopping Lists

  • Take/Share product photos

  • Find Product Information

  • Access Social Media

  • Use Coupon/Discounts

Give Consumers What They Are Looking For

The top reason consumers use mobile at POS is checking product information and price. Retailers should make their product information highly searchable on their mobile sites and apps, so consumers can have easy access to information that they want to know. Next step is to provide a seamless experience from mobile to in-store. As retailers should know by now, prices should be matched with their competitors, and sale professionals should help locate what customers are looking for in-store and encourage customers to make the purchase.

Make Your App Social Media Friendly

Consumers love to share with friends via different social media channels. An approval by friends could mean another sale for retailers. Product information should be able to be shared through social media in one click. But to take it a step further in 2017, retailers should integrate branding messages with merchandise. Brands should also consider sharing product information as a way to promote their own brand. Showing brand personality in this sharing process could be the key.

Reward Your Customers

A lot of times, in-store mobile users are your most loyal customers. They have your apps to keep track of their transactions and collect loyalty points. Don’t forget to reward your best customers. Personalized messages and coupons based on their shopping history could be helpful to build better customer relationships. Integrating geo-fence and real-time data analysis technology like Micro-fencing and Dwell could help retailers better understand what consumers are looking for and distribute coupons. Consumers are always looking for better deals, and mobile is a perfect way.

There’s no doubt mobile is going to be more and more important in a consumer’s buying journey. Consumers and brands are both looking for on-going engagement and a more integrated multi-platform brand experience. Mobile is the future. It’s still not too late to start, but brands should start investing more in enhancing mobile experience, now.


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