A key challenge for retailers is finding ways to drive consumers in-store to make a purchase. Mobile is the solution, according to experts. Brands need to think outside the box, and at the same time, develop programs that will not overwhelm potential shoppers. In particular, retailers need to incorporate loyalty and rewards programs, keep their applications simple and include content to the shopping experience.
Targeting loyalty and rewards program users via mobile is an effective strategy. Mobile shopping is on the rise and retailers could be missing out on extra revenue if the experience is not up to par. When targeting a loyal shopper, it is important to keep the mobile experience simple and easy to use.
It is easy to think of mobile as an extension of a brand’s Web site, but retailers need to understand that it is an entirely different medium. Therefore, a mobile Web site needs to be built with the on-the-go user in mind. Search functionality should be front and center. When building mobile apps, retailers should keep the loyal on-the-go customer top of mind. Apps are designed for more loyal shoppers, since they are a way to create a deep relationship with consumers. Retailers can use mobile apps to help consumers make purchase decisions. For example, one way that a brand can leverage the in-store experience within an app is to let consumers scan products to find out more information about them or find the item at other nearby stores. Brands can also stimulate shopping via mobile by giving users access to unique, in-store experiences, such as finding the music that is currently being played in stores. Retailers can bolster sales by using location to drive traffic.
Another difficult area for retailers is the small screen on the device. Therefore, it is important to include only the most crucial features when developing an app or a mobile site. Store locators must be included. An additional benefit of apps is that they have the potential to target users based on their preferences and past purchases. Retailers need to make mobile an aggressive part of in-store shopping in addition to promoting it in other marketing initiatives.
