The emergence of cross-channel and omni-channel strategies
have been a vital tool for many retailers to engage with consumers across
different platforms. Some companies have embraced these strategies and created
a retail experience that gives their customers the same experience whether it
be on a smartphone, laptop or in person. However a recent
study carried out by Altimeter Group has found that a lot of companies are
still not utilizing mobile strategies as a customer experience in itself but
merely as part of the retail journey.
The research found that the companies with poor mobile
marketing strategies have low budget and poor staff allocation for their mobile
initiatives. Mobile is treated as a ‘bolt on’ to their already existing digital
initiatives. Consumers are learning quickly to function in an increasingly
mobile world, with one-third of shoppers using mobile exclusively, and over
half seeing mobile the most important tool in the purchase decision process. 90
percent of consumers still move between different purchase platforms in order
to accomplish a goal, with an average of three screen combinations each day.
Having to move from mobile to laptop to make a purchase may lose customers to
other retailers who allow purchases and a great customer experience via mobile.
A survey by
Tecmark in October of 2014 found that in the UK (where 53.7 percent of the
population use a smartphone) the average user carries out 221 functions every
day on their smartphone, compared to 140 on desktop or laptop computers. Statista
estimates that by 2018 there will be 220 million smartphone users in the
USA alone. Figures like that are a huge indicator of the necessary shift
towards better marketing approaches for mobile.
One example of a company with an excellent mobile strategy
that is easy to use and seamless across devices is Amazon. The mobile app has
the range of items available on its mobile platform as it does on tablet or
laptop computers. It is incredibly easy to use and if a customer wishes to
start a shop on their phone and then want to access their basket on another
device the basket contents can still be accessed. The seamless transition
across all devices makes the customers experience incredibly easy.
Altimeter Group reached out to 20 leading mobile strategists
and executives from companies such as Zappos and Mastercard in order to find
out what they believed were the best plans for implementing a strong mobile
initiative. They found that the secret to mobile success lies in developing the
digital and mobile strategies individually whilst also bringing them together
in order to deliver an integrated customer experience.
Companies need to truly understand the needs of the
customer’s digital experience and the role that mobile can play then they can
proceed in designing their mobile platform. Mobile strategies should not just
be a bolt on to the rest of the digital strategy but a customer experience in
itself. By first understanding the customer they can then create better
experiences for them and better turnover for themselves.
About the Author:
Harry Kempe, a marketing intern at IIR USA, who works on various aspects of the
industry including social media, marketing analysis and media. He is a recent
graduate of Newcastle University who previously worked for EMAP Ltd. and WGSN as
a marketing assistant on events such as the World Architecture Festival, World
Retail Congress and Global Fashion Awards. He can be reached at hkempe@IIRUSA.com.
