Mobile Shopping Trends
By Jenny Bergman, Junior Executive Intern at The San Jose Group
Motivated by the massive winter storm that spoiled in-store shopping plans and prevented presents from arriving on time, consumers got a head start on their holiday shopping this year. The holiday season accounts for more than one-fifth of retailer’s sales for the year, and shoppers now rely more on mobile devices to take care of their loved one’s wish lists. The Internet represents the favorite shopping destination of almost half of all consumers, and in the spirit of the recent Thanksgiving holiday, retailers should be grateful for the 75% of consumers expected to use their mobile devices to shop during the holidays, as online shoppers tend to spend more. Through mobile email marketing, social media and mobile apps, brands can target this increasingly large mobile-savvy shopper demographic.
Email marketing messages can be an effective way to inform consumers about deals and promotions, as email offers influence 80% of online shoppers to make a purchase. However, if retailers want shoppers to open their emails, content should take center stage; emails must include both compelling texts and graphics–just having one will not be enough. The inboxes of consumers likely contain a multitude of emails from their favorite brands, as 91% of retailers around the world will integrate email marketing into their marketing campaigns during the 2014 holiday season.
Social media platforms inform consumer shopping decisions in different ways, as shoppers tend to turn to Twitter for product reviews, Facebook for discounts and Pinterest to research ideas. Over the last 12 months, 30% of consumers made a purchase based on their engagement with a social network, and exclusive discounts on social media sites encourage consumers to complete purchases on social networking sites. As a marketing tool, native ads on social media continuously prove to be successful ways to entice shoppers, as they fit well in social content streams.
“Effective digital campaigns and online retailers create even more competition among retailers during the holiday season,” said George L. San Jose, president and CCO at The San Jose Group. “Sound digital strategies are imperative.”
Mobile shopping apps have gained popularity among consumers. Apps don’t necessarily just pertain to the online shopping experience, as 84% of store visitors use their mobile devices before or during a shopping trip. Easy-to-use mobile websites influence a consumer’s decision to shop with a certain retailer, so creating an app optimized for on-the-go research and shopping will likely increase sales for brands. Some retailers now create mobile apps that give consumers the opportunity to gain instant gratification and rewards. For example, Walmart recently launched its Savings Catcher app that matches competitor prices, giving customers a gift card for the price difference. These kinds of apps reach a large customer base, while building brand trust and spurring impulse buying.
When retailers give consumers the opportunity to engage with their brands on-the-go, good news for sales often follows. Advertisements on personal devices easily influence consumers, so mobile-optimized campaigns will likely be at the center of 2014 holiday campaigns and beyond.