How Mobile Influences Today’s Retail Shoppers Along the Omni-Channel Purchase Journey
An increasing number of marketers across industries now say that mobile is their biggest priority. And for good reason. With the increasing awareness of how mobile affects every stage of the purchase journey, brands must quickly become mobile-first strategists to stay connected with today’s on-the-go consumers.
You probably have read that mobile has now overtaken desktop but just how prevalent is mobile really and how big of a role does it play in the purchase journey? We’ve rounded up some of the top statistics to put mobile usage into perspective.
- Mobile and marketing are the top two digital priorities for 59% of North American retailers. (Forrester)
- Retail sales from smartphones rose 53% in 2015. (Forrester)
- The total value of 2016 US mobile in-store transactions is projected to be $27 billion. (eMarketer.com)
- 30% or more of US retail sales will be mobile-influenced in 2016. (Forrester)
- 59% of smartphone users expect companies to make their websites mobile-friendly. (Forrester)
- Mobile will account for 50% of all digital ad spend in 2016 (worth $100B). (MobileMarketingMagazine.com)
- Mobile accounts for 35% of all retail eCommerce transactions. (Criteo)
- 56% of all traffic online comes from a mobile device. (SimilarWeb)
And consider these statistics by Google Insights. When people use mobile search to help make a decision, they are:
- 57% more likely to visit a store
- 39% more likely to call a business
- 51% more likely to make a purchase
Mobile Retail Investments on the Rise
With the heavy emphasis on the mobile consumer, retailers are boosting investments in mobile technologies. According to a recent study by RetailMeNot, nearly 4 in 10 retailers (39%) are ready to make mobile a major component of their budget.
In a separate report by the Economist Intelligence Unit, mobile devices and networks are expected to have the biggest impact on organizations (59%) by 2020. This is followed by personalization technologies (45%) and the IoT at 39%.
Mobile Strategy and the Customer Journey
With consumers embracing mobile technologies head-on, marketers have more access to consumer data. While collecting this data has sparked debates about consumer privacy interests, marketers should and can collect this data in a way that is not invasive to the consumer but is used to create richer and more relevant customer experiences.
Mobile data can be a rich source of information about a consumer’s activities, preferences and shopping habits. Mobile users also use their devices to look for location services and to download apps based on their interests and lifestyle activities. Software can keep track of the mobile data available from your website or to keep track of the location based information from a mobile phone in order to identify common places your customers like to shop and what products and services they are likely to be interested about. The bottom line is that consumers want a personalized and relevant experience and are irritated when brands don’t deliver. But to do this, marketers need to look at the data to better tailor products and services to the individual consumer.
Marketers with a well-defined mobile strategy are able to understand their customers and prospects, including where consumers tend to use mobile in the purchase process. Armed with these insights, brands are able to have a much more comprehensive of the entire customer journey and how to provide the types of experience consumers are seeking.
According to research h by Econsultancy and Adobe, 78% of companies with a well-defined mobile strategy know what portion of their traffic comes from mobile devices, 78% know what types of devices their customers are using, and 71% understand how mobile fits into the customer journey across devices and channels.
Marketers are paying more attention to the role of mobile in order to keep up with more demanding and mobile-savvy consumers. 63% of marketers now feel that the mobile experience is more important than ever because there is simply no room for error. This is a significant increase over 2015, in which only slightly more than half (52%) of marketers agreed that the mobile experience was more important than desktop.
Mobile and Customer Loyalty
Nielsen data shows that people spend more than 30 hours a month using apps, an increase about 65% in the last two years. More and more brands are creating apps as a way to reward customers for their loyalty. Mobile apps allow brands to create highly personalized offers in real-time, a level of engagement that is not available in real time. However, consumers are selective about the apps they will download and use. A survey by RetailMeNot shows that 60% of consumers who use a smartphone to shop online have fewer than two retailer-specific apps on their phone, and 21% don’t have any at all. And if an app does not meet consumer expectations, it is quickly forgotten or removed.
Consumers are interested in using loyalty cards however on Apple Wallet and Android Pay. These types of loyalty programs are commonly used to deliver personalized messaging and offers directly to a reward member’s smartphone. Research by Vibes indicates that about three-quarters of smartphone users are interested in saving loyalty cards to their smartphones.
And the good news is that consumers are eager to use these mobile loyalty programs. Most (62%) would have a more positive opinion of a retailer that provided digital loyalty cards. Furthermore, according to the research by Vibes, “Three-quarters of consumers state that receiving triggered loyalty messaging, which includes surprise points, exclusive content and birthday/anniversary content, would have a major impact on their brand loyalty.”
Consumers are leading the mobile shift, using mobile at any number of points along the purchase journey. Whether they are researching, browsing, or actively purchasing, consumers don’t recognize “mobile” as a separate channel, but rather as simply another way to interact with the brands of their choosing. Brands need to make sure this device-to-device and channel-to-channel journey is seamless – whether consumers are on their smart device, on a laptop, or in your physical location.
Be sure to check out V12’s Retail Marketing Success Kit for more tips and best practices on how to target today’s multi-channel consumers.