In today’s mobile dependent society, over 77% of Americans own smartphones. From booking a weekend getaway to planning dinner with your parents to buying flowers for a friend, we’re a culture dependent on having access to the information we need to make informed purchases at our fingertips. It should be easy to see how mobile engagement is highly correlated with purchase intent.
Think back to 1992. A magical time when Seinfeld and The Simpsons were dominating the airwaves, George Bush Sr. was rounding out his term in the White House, collecting Pogs was all the rage (unless you were more of a Beanie Babies person) and cell phones were roughly the size of small briefcases. When you wanted to see a movie, but didn’t feel like going to the theaters, you probably headed over to your local Blockbuster.
Recently in Business Insider, Hayley Peterson argued that Tinder’s affect on culture is now affecting retail, as a generation of consumers accustomed to swiping for a more relevant romantic match are taking the same philosophy to the way they shop. More than half of U.S. consumers research purchases on their smartphones before buying, giving retailers just a few precious seconds to convince someone to choose their brand.
The buyer's journey has evolved over the past decade. Ten years ago, desktop became a regular channel for customers to search for, learn about and evaluate products before purchase. Today, retail websites see nearly 50% of traffic coming from mobile, according to Marketingland.com. In spite of these changes, the vast majority of actual purchases still happen offline. According to management consulting firm A.T. Kearney, 90% of all retail sales are transacted in-store. So even with all the opportunities to reach customers on digital media, a major objective for most retailers is to drive in-store traffic.
Family, friends, your co-workers: at some point they’ll all mess up and forget your special day, but your favorite brands would never.
Efforts to modernize the physical store are underway, and we are seeing two primary forms emerge: experiential marketing and digital integration.
The CEO of General Growth Properties, a major mall operator, set off a stir in the business world when he casually mentioned that Amazon—which nearly every retailer cites as an innovator whose success they want to replicate—plans to open 300 to 400 bookstores. While he may have spoken prematurely, Amazon announced this week that it would be opening a second brick-and-mortar store this summer in San Diego after the success of their Seattle location.
Deal follows $5.25 million in new capital and addition of Larry Stone to Board
PHILADELPHIA, Pa., January 12, 2017—Clutch, a customer management and marketing analytics company, has acquired intelligent mobile promotions platform Persio in a deal that will add powerful new mobile marketing capabilities to the Clutch platform.
Mobile commerce accounted for one-third of 2015 U.S. e-commerce sales, according to Internet Retailer, with shoppers racking up $905 million in sales via mobile on Black Friday alone.
As your company refines its marketing strategy to include mobile as a shopping channel, here’s how to solve the five biggest mobile mistakes that retailers can make.