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Mobile Retail: The Rise of Connected Shopping
 

Mobile Retail: The Rise of Connected Shopping

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Did you know that people of all ages are embracing the mobile web at a faster rate than that of initial internet adoption back in the 1990s? Indeed, many Millennials are skipping traditional PCs ...

Did you know that people of all ages are embracing the mobile web at a faster rate than that of initial internet adoption back in the 1990s? Indeed, many Millennials are skipping traditional PCs altogether to view the web exclusively on their mobile devices.

Retailers have found it challenging to keep up with the rapid adoption of all things mobile, and yet 30% of the 125 million U.S. smartphone owners are already using their devices to shop. Many of them “showroom” at bricks and mortar shops - trying out products in-store before finally buying them online, often on a competitor’s website.

Marketing strategy that integrates mobile as a primary contact point for shoppers can encourage them to do their research, but ultimately buy from you directly, whether in-store or online. Indeed, only about one-third of online shoppers take less than a day to make a purchase decision, so it makes sense to keep people engaged over time.

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    Mobile Retail: The Rise of Connected Shopping Mobile Retail: The Rise of Connected Shopping Document Transcript

    • MOBILE RETAIL | THE RISE OF CONNECTED SHOPPINGWhy It MattersSmartphones and tablets are fast becoming a main source of web consumption for on-the-go Millennialswho are now by-passing traditional PCs in favor of constant connectivity. It’s safe to assume that yoursavvy fans have always-on access to product, price and promotion information at the swipe of a finger.However, many retailers have not kept pace with this rapidly evolvingphenomenon - custom mobile shopping experiences and in-storeinteractivity are still the exception, not the rule.People of all ages are embracing the mobile web at a faster rate thanthat of initial internet adoption in the 1990s. Indeed, many areleapfrogging desktop computers altogether to view the webexclusively on smartphones and tablets. And we’re no longer justshopping locally - it’s never been easier to purchase goods frominternational sellers with just the click of a button.In A NutshellRetailers are scrambling to leverage mobile technology to enhancethe shopping experience. It’s time to ask yourself: Is your brandahead of the curve in harnessing the unique capabilities of phonesand tablets or does your mobile strategy mainly consist of just ascaled-down version of your website? Here are some things toconsider:Opportunity Awaits Multiple Devices Room To Expand Technology GrowingShoppers wield phones at People use mobile phones Mobile transactions are a GPS, near-fieldyour stores to compare and tablets differently, so small portion of overall communication, socialprices and view product consider dedicated sales, but they are quickly media connectivity andrecommendations; you can strategies that leverage the increasing, with digital other technologies canchoose to embrace this unique strengths of each downloads, clothes, tickets, boost product engagementphenomenon and enhance while still integrating with daily deals and food seeing and interaction on mobilethe in-store experience. traditional efforts. most growth. devices.ROOM214.COM | INFO@ROOM214.COM | 866.624.1851 | @ROOM_214 | FACEBOOK.COM/ROOM214
    • MOBILE RETAIL | THE RISE OF CONNECTED SHOPPINGThe DataAccording to a recent comScore report, with over 125 million smartphone users in the U.S., the averageperson now spends 37% of their overall digital media time on mobile phones and tablets. This number isexpected to rise to 50% or more by 2014.1E-commerce is growing at four times the pace of traditional retail, and now accounts for one out of every10 retail dollars.1 And while mobile e-commerce is most popular in China and South Korea, 30% of U.S.smartphone owners also report engaging in such activity.2 At the same time, location-based services andsocial networking have driven much of mobile web usage in the U.S. and around the globe. Retailers havethe opportunity to leverage all three for increased engagement and sales. “The Mobile Consumer: A Global Snapshot”, Nielsen, February 2013Facebook, Google, Twitter and YouTube are consistently in the top 10 most viewed sites on mobileworldwide,2 with user-generated media and messages increasingly driving purchase decisions, particularlyfor Millennials.3 Daily deals and price comparison pages along with e-tailers like Amazon.com and eBayalso factor into the shopper’s repertoire for such activity. Overall, people most frequently report thatconvenience, free shipping, better prices and selection are the top reasons they shop online.41 “Mobile Future in Focus 2013”, comScore, February 20132 “The Mobile Consumer: A Global Snapshot”, Nielsen, February 20133 “Millennials Look to Digital Word-of-Mouth to Drive Purchase Process”, eMarketer, February 2, 20124 “The Role of Mobile and Video in the Apparel Shopper Digital Path to Purchase”, Google, July 2012ROOM214.COM | INFO@ROOM214.COM | 866.624.1851 | @ROOM_214 | FACEBOOK.COM/ROOM214
    • MOBILE RETAIL | THE RISE OF CONNECTED SHOPPINGSmartphone vs. Tablet A recent Google report suggests that 24% of apparel consumers use mobile devices every day to shop.4 While many people now own both a smartphone and tablet device, they often use them very differently. Phones are a popular tool for “show-rooming” products at bricks and mortar retailers before purchasing online (sometimes while still in the store) at better prices. Tablets are less frequently used to showroom, and are instead the mobile device of choice for researching and buying products online (about half of tablet owners now access e- commerce sites on their devices1). Right now, phones are for browsing and tablets are for purchasing,though all forms of retail activity are growing rapidly on both devices.An Integrated MessageRetailers can create an integrated user experience across in-store,social, mobile, e-commerce and traditional media that highlights theadvantages of each. In a recent Forbes article, Brett Markinson ofonline emporium, Sole Society said, “The consumer does notdistinguish. They want to buy cute, on-trend products at greatvalues wherever they happen to be. They want to engage with coolbrands that understand their interests and proclivities. The DNA ofthe web must be an intimate part of the fashion brands of thefuture.”5It should be noted that while just 13% of apparel transactions nowhappen online6, clothing and accessories are among the mostpopular purchases made on mobile devices.7 Several factors mayaccount for this: smartphone user demographics align with heavyapparel spending, people use smartphones in-store to researchproducts and make transactions, always-on mobile connectivityfacilitates impulse buying4, and the tactile experience of a touchscreen seems to resonate with clothing shoppers.5 “Three Important Retail Trends For 2013”, Forbes, December 17, 20126 “Retailing 2013: Fashion And Tech Trends To Watch”, Forbes, January 21, 20137 comScore: 38 Percent Of Smartphone Owners Have Used A Mobile Device To Make A Purchase, TechCrunch, December 5, 2011ROOM214.COM | INFO@ROOM214.COM | 866.624.1851 | @ROOM_214 | FACEBOOK.COM/ROOM214
    • MOBILE RETAIL | THE RISE OF CONNECTED SHOPPINGPeople happily absorb web content whenever, wherever. It’s up to brands to understand how their fans doso and create campaigns that fit those habits in inspired and respectful ways. Touchscreen-enabledproduct photos and look books, curated recommendations based on taste and fit, social messaging, andother mobile-friendly innovations will play a part in such campaigns.In terms of the path to purchase, only about one third of online shoppers take less than a day to select andbuy a product online. Integrated messaging across digital helps engage the other two-thirds of shopperswho spend days or weeks analyzing products and retailers before finally buying.4Location, Location, LocationGetting customers into stores easily is the first step to improved retail results. Most smartphones includeGPS, near-field communication and camera technology that can enhance the bricks and mortarexperience. For example Localscope8, a cross-platform mobile app, offers users the ability to automaticallylocate restaurants, retailers and other real-world landmarks that are geotagged in social media posts,search engines and elsewhere online, thus bridging thedivide between digital and physical.New Now NextMobile has bred new opportunities for creating, co-branding and marketing. For instance, Samsung recentlypaired with fashion designer Alexander Wang for acampaign surrounding its Galaxy Note II smartphone.9 Inaddition to promotional spots and interviews, Wang will design limited edition prints on the device to beused for select merchandise, with proceeds going to charity.While some bricks and mortar retailers continue to fret about the rise of digital commerce, it should benoted that Apple, the company that revolutionized the mobile web, has been tremendously successful inphysical retail by creating an environment that encourages hands-on experimentation and learning whileproviding best-in-class support and service. In addition, Apple offers mobile apps for finding store locationsand making appointments, and uses its own devices in-store to complete paperless transactions.8 http://www.cynapse.com/localscope9 “Using Fashion to Make a Statement on Technology”, New York Times, February 7, 2013ROOM214.COM | INFO@ROOM214.COM | 866.624.1851 | @ROOM_214 | FACEBOOK.COM/ROOM214
    • MOBILE RETAIL | THE RISE OF CONNECTED SHOPPINGIn Conclusion What We Like What We Don’t Like Mobile technology means more personalized Brand fatigue is a concern. It’s a fine line between experiences in-store and online with curated product providing universal access to helpful and engaging selection, offers and other incentives to drive brand branded content and feeling bombarded with brand loyalty and social sharing. clutter all over your digital landscape. Social media is an easy entryway to engaging your Privacy and security issues remain at the forefront fans on mobile, as they’re already tweeting, viewing of conversation around digital technology. No hack-proof photos on Instagram and checking Facebook updates user ID measures have yet been widely deployed throughout the day on their smartphones. across the web. Look for privacy issues to arise around the use of near-field communication at retail locations. Paying with your phone instead of your credit card. The industry lags behind when it comes to mobile. It allows for easy post-transaction communication with As a first step, websites should be optimized for viewing fans through targeted messaging and reduces paper on a range of portable devices with unique screen sizes waste - paper receipts are becoming a thing of the past. and operating systems.Final ThoughtsIt is becoming increasingly clear that every brand requires a mobile strategy that integrates with its existingmarketing and advertising efforts. Millennials in particular are spending more of their web-viewing minuteson mobile, and will demand better browsing, buying and information access on phones and tablets. Thebrands that win on mobile will be the ones that create a flawless shopping experience, make fans feelvalued, and inspire them with new and exciting media, ideas and services.Keep up with all of Room 214’s POVs by subscribing to our SlideShare.See the top stories we write about by subscribing to our monthly email newsletter.ROOM214.COM | INFO@ROOM214.COM | 866.624.1851 | @ROOM_214 | FACEBOOK.COM/ROOM214