2015 Holiday Season / Mobile Location / Mobile Shopping

What Does Mobile Shopping Look Like This Christmas?

Believe it or not, Christmas is fast approaching and this year local retailers need to reach an increasingly mobile audience.  Without a strong strategy to target smartphones and tablets this festive season, retailers risk losing a significant portion of their sales to competitors with multi channel strategies.  In 2015 most retailers will see more than half their online traffic coming smartphones and tablets, and engaging with these devices means a solid grasp of customer context and mobile location.

An understanding of how customers use their mobile devices in the lead up to Christmas will help retailers define successful product, marketing and campaign strategies. So what does mobile shopping look like this Christmas?

  • Customers will use mobile devices to search for gift ideas in the lead up to Christmas. They’ll do this while shopping, commuting and just waiting around.
  • Customers will embrace opportunities to plan christmas shopping and gift lists well ahead of time.   Organised shoppers will already be using their smartphone to capture gift ideas and create lists.
  • When customers see ads on TV they’ll turn to their smartphone or tablet to find out more about the product
  • When in shopping centres customers use their smartphone to make price comparisons, take photos of ideas for later purchase and look up additional information about products they’ve found in store.
  • Around half of most retailers’ online traffic will come from mobile devices, but unless there’s a great mobile commerce experience, most will turn to a tablet or desktop to finalise their purchase.
  • Shoppers will spend much more time browsing retailers’ mobile apps than their mobile sites.
  • Rich, interactive ads within mobile apps are the most likely to convert to sales

Brands need to be present and optimise the customer experience at every step of the pre-sales and shopping cycle.  With smartphones and tablets in everyone’s pocket, they are the glue that connects all the other channels in the marketing strategy.   Mobile location and customer context are the key factors for engaging with shoppers this holiday season.  The most important concept to understand is that whenever a customer engages with any of your other marketing activity, they probably have their smartphone in their hand, or their tablet close by.  If you manage to capture their attention with TV, Radio, Outdoor or Print advertising, there’s a good chance they’ll turn to their smartphone to find out more.  If your competitors have caught their attention with advertising or even in store, smartphones offer the unparalleled opportunity for your brand to be there as well – in their pocket. Engaging via smartphone by using a customers’ mobile location is key to successful shopper engagement this year.

Mobile location and customer context are the key factors for engaging with shoppers this holiday season.

As your customers go through the shopping pre-sales cycle, they will be talking with friends on social media, sharing gift ideas, making lists and taking photos of products they’d like to buy.  They’re thinking about their Christmas plans while watching TV, reading magazines and wandering around shopping centres with their smartphone in their pocket.  Understanding context means we can build opportunities from the customers’ current focus or their mobile location.  All of these touch points present opportunities to place your brand at front and centre.  We’ve come up with some questions to ask your product and marketing teams which can help define the right strategy for your brand.

21 Questions to Help You Create a Successful Mobile Retail Strategy This Christmas?

  1. How do we reach our customers when they’re thinking about gift ideas this Christmas?
  2. Are our products discoverable on a smartphone or tablet?
  3. If customers find us via search or advertising, will they be able to get what they need from their mobile device?
  4. Can prospective customers use their smartphone to research our products, find images and specs or find out more?
  5. How can customers share our products on social media?
  6. Do we have a way to engage with customers who are talking about or sharing our products on social media?
  7. Do we provide sharable images, product details or specs that customers could share or capture in a gift list?
  8. How do customers use their phone while in store? How can we use mobile location to engage with them?
  9. If customers look up our competitors products, what do they find? What is our response?
  10. What do prospective customers find if they look up our products while in a competitors’ store?
  11. How can customers find out more about our products after seeing our TV ads?
  12. How can we direct customers to our mobile site or app after they’ve seen our ads on TV?
  13. How are we generating traffic to our mobile site or app in the lead up to the festive season?
  14. How can we use rich media instead of static ads to capture our customers’ attention?
  15. How can we remind customers about our mobile app in the lead up to the festive season?
  16. Do we have something interesting or compelling to share in our mobile app to give them a reason to return?
  17. What services can we provide to our customers to help them plan their christmas shopping?
  18. What happens when someone goes to our online site from a smartphone or tablet? Will they have a good experience?
  19. Do we recognise our customers as they move from online to mobile?  What about when they walk into our store?
  20. Can customers buy our products from a smartphone or tablet? Remember if it’s not easier and faster than the desktop experience, they will abandon their shopping cart.
  21. How many steps do customers have to go through to buy our products on a mobile device.  How can we reduce the steps?

For more data and detailed research findings about the use of smartphone and tablet devices, check out these reports we’ve shared recently about Holiday Season shopping on Mobile Devices.


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