Featured Study
March 18th posted at 2011
Marketing to the Mobile Shopper
Before long, all shoppers will be mobile shoppers. The answers about how to win with mobile shoppers are not about technology. It’s not about mobile sites versus apps, iPhone versus Android or even retailers versus manufacturers. The answers are found by looking through the eyes of the mobile shopper.
The sheer volume of mobile shopping has increased dramatically over the last few years, and is expected to continue growing at a rapid pace. This growth is largely driven by the increase in smartphones. By the end of 2011, Nielsen tells us to expect 50 percent of US wireless subscribers to own one.
With all these advanced phones in peoples’ pockets and purses wherever they go, the way people shop is changing. Shoppers are beginning to develop preferences for retailers that enable them to use their mobile phone to shop, but retailers are still playing catch-up.
Research conducted by Brand Anywhere and Luth tells us 51 percent of consumers are more likely to purchase from retailers that have a mobile-specific website – but that only 4.8 percent of retailers actually have one. And web retailers who have a mobile-specific website can increase consumer engagement by 85 percent.
Mobile phones are proving important in-store as well. Accenture conducted research that shows that 73 percent of mobile shoppers favor using their phone to take care of simple tasks in a store, while only 15 percent favor interacting with an employee.
There is simply no escaping the reality that people are using their mobile phones to shop.
This study is intended to introduce you to mobile shoppers – who they are and how they use their mobile phones to help them shop.
Here were five major findings:
MOBILE SHOPPING IS A LOVE, HATE RELATIONSHIP.
Today’s mobile shoppers are split into two groups – heavy and light shoppers. “Heavies” are forever attached to their mobile device and love experimenting with new apps. “Lights” are just the opposite, viewing their mobile as an inferior “on-the-go” version of their computer, doing basic mobile shopping activities including, looking up store hours and locations.
A NEW CAR PURCHASE? LOOKING TO SHAKE UP YOUR MORNING LATTE ORDER? YOUR MOBILE CAN HELP YOU DO BOTH.
Shopping for big ticket items – once pursued with tireless research and planning – is now being treated casually as people rely on their mobile to do “the work.” In contrast, simple tasks like buying your morning coffee now receive careful consideration due to expansive mobile apps allowing customized interactions and experiences. Depending on the product, be prepared to satisfy shoppers by offering mobile shopping experiences that touch both ends of the spectrum.
MALLRATS OF YESTERDAY ARE TODAY’S “GOT A MINUTE” MOBILE SHOPPERS.
Americans want a spontaneous and fluid mobile shopping experience. Waiting to pick the kids after school? Do some “bite-size” shopping and grab the latest Groupon. Sitting in the doctor’s office? Enjoy some “downtime” shopping and browse the local department store’s circular. On the go all day? Go for “always” shopping and check that eBay bid. To meet consumer’s needs, marketers need to create relevant mobile interactions that are in tune with their audiences’ day-to-day lives.
INSTANT GRATIFICATION IS KING.
Today’s mobile shopper searches for a new outfit, orders take-out and scoops up the latest Lady Gaga album with just a few taps on their mobile. To succeed in this fast-paced landscape, companies must provide value-add mobile apps and websites. To reach all types of mobile shoppers, companies should activate both mobile on the go and mobile in-store interactions.
MANUFACTURERS AND RETAILERS UNITE!
Work together to create a one-stop-shop for mobile shoppers to collect discounts, view product specifications and inventory status. This comprehensive experience pulls shoppers through the purchase and may encourage a similar transaction process in the future.
For more information, please contact molly.garris@arcww.com