#MobilizingShoppers - Smartphones are part of the #Omnichannel shopping experience, it's important for retailers and brands to understand the customer journey and provide the optimal experience and content based upon context - before, during, after purchase #P2P
#MobilizingShoppers - Brands and marketers must think #MobileFirst and #MobileOnly when trying to reach young adults, or they will miss a big portion of the total audience.
#MobilizingShoppers - Target testing 40 stores in Houston with a new layout that addresses shoppers behavior - separate entrances for those in a hurry and those who want to browse #retail #innovation #shoppermarketingHere’s What Your Local Target Store Could Look Like Pretty Soon
WHAT DO SHOPPING, BRAND LOYALTY AND SMARTPHONES HAVE IN COMMON?
They are all personal experiences. People crave personal connection. When they move through the shopper journey, they desire personalized conversations and unique experiences with retailers and brands – especially on their mobile devices. For smart omnichannel marketers every decision must begin and end with the shopper. Marketers must seek to understand shoppers’ needs, attitudes, interests and behaviors. This is the key to creating a solid marketing strategy and building sales and loyalty.
THE BIGGEST SHIFT IN THE PAST 5-10 YEARS…SHOPPERS ARE IN CONTROL.
Shoppers rely more on ‘Word of Mouth’ recommendations (be they in-person or online) through friends, colleagues and ‘influencers’ versus information (or advertising) that comes direct from brands and retailers. More than ever, shoppers are empowered with information at their fingertips…spending more time in the ‘pre-purchase’ phase. Understanding shopping behavior, including (but not limited to) when/where/how they use media is critical to know to get on their shopping list.
WHAT DOES THIS MEAN FOR BRANDS AND RETAILERS?
Marketers must create content that helps shoppers. This can be done by providing detailed information on product features, illustrating usage occasions, being open with price comparisons, sharing product availability, ratings, and reviews or offering tools to help people easily share information and ask for feedback.
HOW BRANDS AND RETAILERS SHOULD ENGAGE SHOPPERS ON MOBILE
It’s easy…just create and deliver messaging that is personal, relevant and timely. But, delivering on this concept is the complex part. Here are step by step checklist for getting it right:
- Identify highest opportunity target segments
- Understand when, where and how best to engage shoppers as they move freely between channels
- Create content and personalized messaging. Here it is important to understand the context of where and when the content will be delivered as each has unique aspects and elements (Examples: Mobile Web, Mobile Apps, Email, Push Notifications, SEO, Mobile ads, Native ads, Mobile Coupons, Text-to-Win, Mobile Receipts, Video, Click-to-Call, Influencers, Social Media, Beacons, SMS, MMS, Chatbots, AR, VR, etc.)
- Support and integrate key elements of the marketing mix throughout the entire shopper journey (before, during and after)
- Staying current and future focused given that technology changes and improves so quickly, the tactics used today will most likely not be implemented in the same manner 6-12 months from now.
- Establish goals and measurements to monitor. This will determine how the program delivered and help make any course corrections during the life of the program. After the fact, it will help identify improvements for future programs and provide learnings to incorporate any new mobile tools as technology evolves.
THIS MAY SEEM OVERWHELMING, BUT WHAT IS THE ALTERNATIVE?
While it may sound a little overwhelming – and the above list really only scratches the surface – shoppers will tune out messages that don’t resonate. So, here are additional things to consider when creating mobile marketing programs:
- Start simple…test and learn
- It’s all about the shopper…make it easy and pleasant to help them make decisions
- Build for today, but consider the future (given the fluid nature of technology)
- Create content/messaging that aligns with shopper media consumption (growing video)
- Think 24/7/365 to connect with shoppers before, during and after their experience
Following this roadmap can help you get started. The goal is create a natural and engaging ‘personal’ experience with shoppers on their smartphones. Messaging should be seamless as they navigate through our new omnichannel world.
#MobilizingShoppers - Skechers is working with Snapchat on this campaign to provide a large number of geofilters tied to a different landmark or important site along the marathon’s track #socialmedia
Skechers launches largest Snapchat activation ever at LA marathon
#MobilizingShoppers - Coke is interested in using artificial intelligence to improve content, media and commerce—particularly when it makes the creative process more effective - from creating music for ads, writing scripts, posting a spot on social media and buying media #AI
#MobilizingShoppers - Establishing goals and creating strategy is the key to driving successful digital/mobile marketing programs given the rapid rate of change in technology - new marketing tools/tactics that emerge daily (e.g. WhatsApp and Instagram) can be quickly analyzed and incorporated or saved for later.
#MobilizingShoppers - The smartphone is the one device that is with the shopper 24/7 and can move through the entire consumer decision journey (P2P) to deliver a seamless #omnichannel #personalized experience
Omnichannel 2.0: Delivering a Tailored Experience to Customers
#MobilizingShoppers - we live in a #MobileFirst world where users (B2B and B2C) expect to have a fast, simple and seamless experience on their smartphones. Prioritizing content and optimizing the experience based upon context is the key to keeping mobile users engaged
#MobilizingShoppers - In order to better connect with customers, Nordstrom has also been focusing on mobile. The brand now offers the option to make purchases via text message to store associates. Shoppers can also shop their local store's inventory online and reserve products in certain locations. #omnichannel
How a Millennial Mindset Is Helping This 116-Year-Old Retailer