Article

Categories Ecommerce, Mobile

Retailers 'must strive to create best mobile experience'

Brands need to target customers via mobile to boost their business.

There are many ways in which retailers can strengthen the connection between themselves and their customers, with one of the most important being enhancing the mobile experience they are offering.

Mobile phones are currently the most popular device on the planet and access to them is increasing every day – indeed, recent research conducted by Apigee revealed most smartphone owners cannot last 24 hours without going on their favourite apps and games.

With this being the case, it is crucial that mobile marketers at retailers use the channel to their advantage as much as possible, as it provides ample opportunity for them to reach out to target audiences on the move and at any time.

According to Carin van Vuuren, chief marketing officer at Usablenet, as consumer behaviour continues to trend towards mobile as the primary channel for engagement, the stakes have been raised for brands.

In an article for VentureBeat, the professional said the early evolution of mobile was centred around optimising desktop sites for handsets, “but with rising consumer expectations, a fresh approach is needed”.

One method of interaction companies could turn to is SMS messaging, as it can be used to drive customers towards products without requiring them to use any valuable mobile internet. The technique is cheap for both parties and can prove to be very effective in reminding individuals about a retailer’s existing in-store promotions and offers.

Ms van Vuuren pointed to a recent campaign launched by hot beverage brand Starbucks, which she said is a firm that stands out in terms of its ability to effectively deliver mobile-only promotions. As well as text messages, it has previously relied on QR code scanning and mobile payment deals that allow customers to check their store balance and purchase history.

“[Its] ability to incorporate mobile directly into the in-store purchasing process and promotions offerings sets Starbucks’ mobile presence apart from many other brands,” the professional explained.

She stated in a digital world where registration, check-out, payments and booking processes are key to a customer’s mobile journey with a retailer, it is important businesses know how the channel can impact every stage of a shopping journey.

Considerations made by vendors much include how they plan to present large amounts of information on a smaller screen, manage fluctuating network bandwidth and operate on a limited time frame to complete actions before a potential buyer loses interest.

It is the view of Ms van Vuuren that mobile user experience will only be effective if companies simplify the process of most activities to make it so that consumers can get what they want in two minutes or less. By keeping this rule in place, she remarked, “will significantly help reduce the barriers to talk completion via mobile”.

The marketing professional used Amazon as an example of a brand that has mastered the mobile experience, as on top of optimising its website, it has rolled out a channel that is “streamlined, seamless and facilitates mobile commerce”.

Its services include a keyword search functionality and mobile barcode scanning and it is also able to process images of desired products taken by the consumer, which it then matches to goods in its own store.

If retailers take on board the successes of major brands and dedicate their efforts into rolling out a first-class mobile experience for customers, it is likely they will attract smartphone owners worldwide to their service.
 


Dynmark has over 10 years’ worth of experience working closely with global enterprises in the retail industry right through to SMEs. This experience of large and small businesses has allowed us to create tailored solutions for retail companies. With this proven experience in the industry we are sure that we can help you make the most of your SMS communications. Read more about Dynmark’s retail experience here.

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