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.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
Google Analytics in Only Three Numbers

Google Analytics in Only Three Numbers

Financial advisors and other professionals can decipher a lot of information from Google Analytics with three simple categories.

Marina Howell
Marina Howell 17 October 2016
Read more
Get a Complete View of Your Customer Journey in 5 Easy Steps

Get a Complete View of Your Customer Journey in 5 Easy Steps

Here's how you can get a complete view of your customer journey so that your email campaigns continue to win new customers.

Sophia Skinbjerg
Sophia Skinbjerg 18 October 2016
Read more
Omnichannel Retail: Personalizing The Customer Journey Across Channels

Omnichannel Retail: Personalizing The Customer Journey Across Channels

The reality for retailers today is that to be successful, omnichannel strategies are no longer an option but a necessity to stay competitive. Consumers want to engage with brands on social media, in a physical store, on an ecommerce site, through a mobile app, via email or through a phone call.

Larisa Bedgood
Larisa Bedgood 18 October 2016
Read more
How to Solve the Two Biggest Challenges of Social Media Marketing

How to Solve the Two Biggest Challenges of Social Media Marketing

Most small businesses spend more than 6 hours per week on social media marketing and more than one-third post at least once per day. Along with finding the time, the other biggest challenge professionals face is finding the right content to post. If you’re experiencing these challenges, keep reading because we’re going to help you solve them.

Melissa Darcey
Melissa Darcey 20 October 2016
Read more