Jody Glynn Patrick
Mobile shopping: The findings are in
Updated: Nov 30, 2020
On average, 97% of the people who enter a store now carry a cell phone in their pocket, purse, on or their belt. The 2019 Mobile Consumer Report, recently released from Vibes (a mobile marketing and technology company), informs marketers that a whopping 84% of “showrooming shoppers” are conducting mobile research while shopping in-store.
Despite all of the money invested in app development, moe than half of your potential customers will unsubscribe from you mobile database due to too many messages or updates. Shoppers don’t want to “join you” to “shop you” unless it benefits them financially; more often, they want to do an online search for the specific product, and they do that by surfing the web, scanning or texting for more product information.
How, then, can you compete against other mobile marketing sites? Here’s a brief synopsis key marketing findings:
Shopper confidence is important. Providing accurate and accessible product information builds consumer trust and loyalty.
Deals are king, but must be sufficiently generous: All else being equal, 85% of consumers are more likely to choose a store with a reward program over a store without one. 25% of consumers that have opted in to mobile messaging will unsubscribed because they are being messaged about deals they don't consider good enough.
Brand mobile apps are a revolving door: While consumers add 2.6 new brand apps to their phone every year, on average, 1.5 are deleted. The only constant on consumers' smartphones is their native messaging platform. More than half (53%) of all consumers would choose a brand with a mobile messaging platform over one without.
The mobile wallet is a completely functioning wallet: With a whopping 75% of consumers stating they've used their mobile wallet in the past year and 22% motivated to try the mobile wallet as a way to organize coupons, offers, and loyalty cards, we're seeing a shift in consumers using it beyond just a payment solution.
Let’s go back to your original website. Is it a magnet for showroomers or invisible? Is your site optimized for search engines? Do you provide useful product information on site, and pair that with knowledgeable floor salespeople, to whom you would refer buyers? Do you have a call to action, especially for your most profitable (versus most expensive) items?
Do you have someone online who can text replies to questions? Mobile users typically respond to a text message within 90 seconds, compared to the average email response time of 90 minutes.
Vibe suggests that marketers “integrate mobile touch points into every stage of the buying process, from awareness and engagement through transaction and loyalty.”