Date post: | 10-May-2015 |
Category: |
Business |
Upload: | mdg-advertising |
View: | 409 times |
Download: | 0 times |
Share this e-book! mdgadvertising.com/mobile-shopping
How to Bag More Mobile Shoppers This Holiday Season | Page 1Share this e-book! mdgadvertising.com/mobile-shopping
Make sure your holiday sales messages address an increasingly mobile audience.One thing is certain. For 2013, mobile devices
will play a big role in holiday shopping. Pew
Research Center found that more than half of
American adults now own a smartphone. And
four out of five of them use smartphones to shop.
In addition, a still-tight economy has shoppers
spending more time looking for bargains. In
2012, 40% of shoppers consulted three or more
channels before purchasing, compared to just
10% in 2002. That means this year’s holiday
shoppers will likely research products, compare
prices, search for promotions, and even make
purchases using their smartphones, tablets, or
whatever screen is available.
This season’s online shoppers will get the big picture from smaller screens.
10%2002
40%2012
Percentage of Consumers Who Consulted Three or More Channels
How to Bag More Mobile Shoppers This Holiday Season | Page 2Share this e-book! mdgadvertising.com/mobile-shopping
The good news for retailers? These mobile
shoppers typically spend more than their
strictly bricks-and-mortar counterparts.
According to the National Retail Federation,
mobile sales were up 96% in 2012.
It’s not just mobile. It’s a mindset.The trend toward mobile shopping means
advertisers need to reach users in a more
intimate way. According to Anna Bager, VP
and general manager of the Mobile Marketing
Center of Excellence at the Interactive
Advertising Bureau, you “have to think
differently than you do with display
advertising. It doesn’t translate over
to the mobile screen directly.”
Retailers need to address this mobile mindset
by creating content that fits a shopper’s
experience at the time the message is
received. It’s not just about resizing content
to fit a particular screen. It’s about foreseeing
what the shopper needs at a particular point
in the shopping process.
96%
HERE’S WHAT YOU need to knowto maximize your share of the more than
$600BILLIONin sales expected this holiday season.
Bager describes IAB’s approach to mobile
as more of a behavior than a screen.
“It’s about us as users moving across
platforms, being mobile throughout the
day and actually expecting to be able to
pick up content wherever we are.”
Mobile Sales in 2012
How to Bag More Mobile Shoppers This Holiday Season | Page 3Share this e-book! mdgadvertising.com/mobile-shopping
Creating a seamless mobile shopping experience.One result of the extended bargain hunting
process is that consumers are more likely
to shop from multiple devices. To increase
sales, marketers need to create a seamless
buying experience.
Another recent study by Google and Ipsos
shows the merging of in-store and online
sales. The back-and-forth movement
between online and in-store shopping
increases the likelihood of multiple-device
use—with shoppers starting the online
process on one device at home and then
picking it up on another while at the store.
This multi-device buying process has
shoppers resorting to features like shopping
carts and emailed links to themselves to
connect the experience from one device
to another. As a result, savvy marketers
are scrambling to find ways to simplify the
purchasing process and to target device-
appropriate messages at appropriate times
throughout the shopping experience.
According to a recent Google
survey,
85%of consumers
will start shopping on one device and finish
on another.
50%research
online before buying
at a store
33%research online, visit the
store, then buy
online
20%visit the
store before going online
Consumer Shopping Behavior
45%
45%
34%
32%
Save bookmarks,
shopping cart,
etc.
Send an email/
link to themselves
Directly navigate
to destination
Conduct a
search on
another device
Sync to an
online service
Other
16%
4%
How Consumers Shop Online
How to Bag More Mobile Shoppers This Holiday Season | Page 4Share this e-book! mdgadvertising.com/mobile-shopping
Different devices trigger different behaviors.
Although both tablet and smartphone owners
are likely to use their devices most frequently
in the home, tablet owners are more likely to
conduct product research and to purchase
physical items—often without ever leaving the
couch—than smartphone shoppers.
Outside the home, the equation changes with
smartphones used to locate stores, organize
shopping via lists, check prices, and scan for
savings. Even in the checkout lane, smartphone
shoppers continue to use their phones to
present mobile coupons and provide payment.
Back at home again, they will pick up their
tablets to share the shopping experience. In
addition to posting comments on social
media and writing product reviews, they may
also research information on complementary
products. And those who never left home to
shop in the first place will use their tablets to
track their online orders.
The connection between mobile marketing and email.
For many marketers, the multi-device
purchasing process will require greater
reliance on and more effective use of email.
According to a recent MediaPost blog
proclaiming record email opens, mobile device
adoption and the use of marketing automation
to target emails have made a big impact on
email performance. Knotice shows that the
combined total of emails opened on smart-
phones and tablets was 41.1% of U.S. email
opens in H2 2012, up from 27.4% in H2 2011.
Pam McAtee, senior vice president of
Epsilon’s digital solutions, claims mobile now
accounts for 60% or more of all email opens
for most clients. She predicts this number will
continue to climb before eventually
plateauing at around 70% to 80%.
To improve email engagement, marketers
are responding with messages targeting
user-prompted behaviors. These include
shopping cart-abandonment reminders,
welcome and confirmation messages,
as well as thank you responses.
In its October 2012 data, Experian Marketing
Services reports that emails that were both
triggered and personalized garnered a 29.2%
open rate, as opposed to 23.3% for those
lacking personalization.
To further complicate the mobile
shopping process, user behavior varies
depending on which device is being
used and where.
H22011
H22012
27.4% 41.1%
Epsilon reports that
triggered emails in North America were opened by
consumers in Q1 2013.
How to Bag More Mobile Shoppers This Holiday Season | Page 5Share this e-book! mdgadvertising.com/mobile-shopping
Turn showrooming into in-store sales.Some retailers fear that the blurring of lines
between online and in-store purchasing will
increase the incidence of showrooming—
a process in which customers check out
merchandise in-store before purchasing it at
a better price online. For the most part, these
fears have proven to be overly exaggerated.
This may be in part because smart retailers
have found ways to keep showroomers from
leaving the store before buying. These tactics
include offering free wireless, improving the
in-store shopping experience, and using price-
matching guarantees to hold onto customers.
Retailers are also learning that mobile is an
ideal way to help potential customers not
only find their store, but to research product
information and learn about promotional
offers once they’re onsite. Eight out of ten
smartphone owners say they want more
mobile-optimized information while shopping
in stores. Again, it’s important to target the
message to the location, time, and type of
device to keep it relevant to mobile users.
Is Cyber Monday the new Black Friday?Last year, mobile sales on Cyber Monday
were up 96% over 2011 (source: National
Retail Federation, 2012). This year, Cyber
Monday is expected to snag additional
mobile sales from those who prefer the
convenience of shopping from just about
anywhere, rather than standing in line
at a store.
In the past, large retailers have benefited
most from the huge crowds Black Friday
attracted to the malls and big-box stores.
Now Cyber Monday is leveling the playing
field for smaller retailers, who can just as
easily draw crowds to their online addresses
as the big players. There’s never been a
better time for small retailers to mount
aggressive Cyber Monday promotions.
According to recent Pew findings,
46%of showroom shoppers
still ended up purchasing in-store.
How to Bag More Mobile Shoppers This Holiday Season | Page 6Share this e-book! mdgadvertising.com/mobile-shopping
Start early. Shoppers will.This season, a still-tight economy will continue
to drive consumers to spend more time
seeking out bargains. Even though many
may not actually purchase until mid-December,
research shows that mobile shoppers begin
their online research long before then.
To capture these early-bird shoppers, make
sure your product or store ranks high in their
search results. Mobile-optimized search is
a must.
54%of consumers will start
shopping before Black
Friday, according to a
recent Google survey.
40%will begin before
Halloween, concludes the
National Retail Federation.
37%of consumers say they’ll
use search to look for
gift ideas.
The holiday message: mobilize your marketing to keep pace with mobile shoppers.Marketers who hope to benefit from the trend toward mobile shopping need
to mobilize their efforts. It’s not just a matter of resizing ads for smaller screens.
It’s about addressing the way users will interact with your messages while
viewing those screens.
Those who convert their marketing tactics early and successfully will capture
their share of this lucrative mobile market .
How to Bag More Mobile Shoppers This Holiday Season | Page 7Share this e-book! mdgadvertising.com/mobile-shopping
Ecommerce Trends That May Help Brands Connect
From Brick-and-Mortar to Mobile Click-and-Order: Which Retailers are Carving Out Space in the M-Commerce Market?
In-Store Mobile Commerce During the 2012 Holiday Shopping Season
Shoppers Can Get a Jump on Holiday Shopping
Five Marketing Takeaways from SORO 2013: Marketing and Merchandising
Pinterest Marketing Tips: Holiday Strategy
Smartphone Ownership 2013
56% of American Adults are Now Smartphone Owners
A Contest from Target with a High-Tech Twist
Black Friday 2013 Predictions from blackfriday.fm
Why Cyber Monday is Bigger than Black Friday
How Mobile is Transforming the Shopping Experience in Stores
Holiday Consumer Intentions 2012
Data Dive: Mobile’s Influence This Holiday Season
Holiday Shopping More Mobile Than Ever
Showrooming Not Happening as Much as Retailers Think: ForeSee
Cannes 2013 Video: IAB Mobile isn’t a Screen, it’s a Behavior
Ford Fuels up Print Brochures with Mobile
Record Email Opens Driven by Mobile and Targeting
A Mobile Shopper’s Journey: From the Couch to the Store (and Back Again)
Smartphone Owners Want More Mobile Information in Stores
How to Spend on Social During the Holidays
Source Articles(Article titles are clickable and will navigate to the Internet)
MDG Advertising | mdgadvertising.com
3500 NW Boca Raton Blvd. | Suite 601 | Boca Raton, FL 33431 | 561 338 7797
275 Madison Ave. | 14th Floor | New York, NY 10016 | 917 969 5370
Share this e-book!
If you would like to receive future MDG e-books, subscribe
to the MDG blog, or contact MDG Advertising for a consultation
on how you can improve your holiday marketing strategy,
visit us at mdgadvertising.com or call 561 338 7797.