Mobile Drives In-Store Retail Sales
Mobile is continuing to shake up the commerce industry, and a new report is shedding light on how mobile marketing can help retailers boost their bottom lines.
The “Engaging the Mobile Shopper” report, which was conducted by mobile agency Fetch, reveals that one in four Americans have visited a store as a result of receiving a mobile ad. Moreover, the report found that consumers are 45 percent more likely to click on a mobile ad that is relevant to their location, while 63 percent of consumers are more likely to click on a mobile ad that offers a coupon to a nearby store. Additionally, 54 percent of consumers find it useful to receive mobile ads based on their smartphone’s product search history.
The report also shows that connecting with customers while they are in-store is an effective engagement model for brick-and-mortar retailers, with the data finding that 54 percent of consumers would like to receive push notifications about current in-store promotions and 65 percent would appreciate mobile coupons being delivered when they are in-store. It is also important to note that retailers can take steps to encourage repeat visits from their mobile customers. For example, retailers can retarget consumers, use loyalty programs to build relationships, interact with consumers on social media and offer mobile customer service.
“Some retailers are still wary of the mobile revolution as they deem it to have a negative affect on their brick-and-mortar retail sales, but our study concludes that when retailers embrace mobile, they can reap the benefits,” said Guillaume Lelait, VP of North America, Fetch. “Mobile devices are a means to connect and stay engaged with consumers during the entire shopping process, from pre-store, to in-store to post-store experiences. Relevancy is the key, as targeted ads based on location and purchasing history have proven to be effective when driving users to shop in-store.”