Today’s consumers are no longer confined to sitting at home on a desktop computer when conducting research. Instead, shoppers are on-the-go, armed with mobile devices to provide them with a wealth of information on their purchasing options at a moment’s notice. Given this rising shopping trend, mobile shopper marketing is a growing strategy retailers are using to connect with consumers wherever they go. It is a multi-touchpoint odyssey that can occur across a variety of channels in a matter of minutes, within a few weeks, or throughout the years. All touchpoints are an opportunity for brands and retailers to stay top of mind, influence consumers, and make a positive impression.
Mobile Shopper Marketing Statistics in 2020
Statistics indicate not just how to reach mobile shoppers, but why mobile marketing is worthwhile:
- The average U.S. adult spends 3 hours and 23 minutes per day on mobile devices.
- Americans check their phones 14 billion times a day.
- 92% of Facebook’s ad revenue comes from mobile devices.
- More than 80% of time spent on mobile is within apps, and 20% within a mobile browser.
- 70% of people buy in-store after learning about a product or service on mobile.
- Two-thirds of smartphone users prefer to buy from brands with location-based apps.
- 51% of customers use mobile to “discover new brands and products.”
- 40% of online sales transactions stem from mobile.
- “Where to buy” and “where to shop” keywords increased 85% over the last two years.
- Omnichannel strategies showing what’s in stock drive 80% higher incremental visits.
How to Expand Reach Through Mobile Shopper Marketing
The following best practices help mobile marketers reach shoppers on-the-go in the most effective manner:
Utilize Keywords to Target Nearby Shoppers Ready to Buy Now.
Distinguishing between mobile users who are just fishing around for information and those who are seriously ready to buy makes a tremendous difference in terms of reaching out effectively to prospects and achieving overall mobile marketing efficiency.
A brand’s most valuable keywords could be:
- Informational: Prospects in the awareness phase want to understand solution options. They’re searching phrases like “How do I,” “What is,” “Ways to,” “Pros and cons of,” “Guide,” “Tutorial,” “Best,” “Comparison of,” “Alternatives to,” and “Affordable.”
- Navigational: Prospects in the consideration phase are ready to learn more about specific offerings and compare/contrast providers. They’re searching for specific brand names, products, categories, or services. They use terms like “Features,” “Prices,” “Testimonials,” “Reviews,” or “Sellers.”
- Transactional: Prospects in the conversion phase are ready to take action and potentially make a purchase in-store. Relevant search terms include: “Near Me,” “Where To Buy,” “In My Area,” “Discount,” “Deals,” “Coupons,” “Order,” “Reserve,” “Schedule Appointment,” “Free Consultation,” or “Free Shipping.”
Most companies outsource keyword research and content generation to search engine optimization (SEO) experts. An agency has access to keyword tools and comprehensive marketing stacks (like Google Analytics or GA360, HubSpot, SEMRush, Moz, SpyFu, and Soolve) to sort out general interest perusers from ready-to-buy-now searchers. Focusing on local transactional terms can maximize mobile marketing efforts and convert leads to sales.
Create Location-Based Strategies.
Location-based strategies may include:
- Geo-Targeted Push Notifications: Geolocation is what sets mobile communication apart from its desktop counterpart. Brands and retailers can refine offers to local residents based on the season, weather, traffic, time of day, holiday, or trending products. They can contact push-notification subscribers to let them know about sales and offers.
- Geo-Targeted Ads: Mobile ads can be targeted by country, state, city, zip code, and average income in any given location. Geo-targeted ads can identify: mobile users near a new store location, established customers who haven’t made a purchase in some time, students near a college at back-to-school shopping time, or mobile customers near a competitor’s location.
- Beacon Technology: Beacons can be used to communicate with mobile devices in close proximity. Shoppers can be targeted while waiting in line, upon entering a store, while passing a nearby store, or when they interact with a tagged product in-store. Retailers can send targeted communications based on micro-moments when a shopper visits a particular section of the store. Sometimes, a coupon delivered at the precise moment a consumer is deciding between two brands will sway the conversion.
A modern mobile shopping app can employ all of these location-based features.
Use Social Media to Grab the Attention of Those On-The-Go.
By 2021, more than half of social media users will be mobile-only. In fact, the majority of Facebook users have been mobile-only since 2016. Marketers are responding by cultivating content specially formatted for social media platforms.
This mix may include:
- Social videos
- Paid ads
- Instagram stories
- Live event broadcasts
- Facebook Groups
- Messaging app content
- Shoppable galleries
Mobile optimization for social media should alleviate issues like slow-loading times, blurry product photos, a confusing navigation, and improperly sized text. Mobile-first content also includes developing simplified ads that highlight one key value proposition that can easily be read and digested at a moment’s glance, such as “100% made in America,” “available in different colors and materials,” or “free shipping and returns.”
Simplify On-The-Go Shopping With BOPIS and Scan Technology.
Busy mobile shoppers face many of the same obstacles as in-store shoppers, but they also have a few unique concerns. More so than any other type of shopper, the smartphone-enabled shopper cares about convenience. Marketers can harness the latest trends to appeal to convenience-seekers, such as Buy Online Pickup In Store (BOPIS).
BOPIS appeals to shoppers who are too busy to linger in the store for a long time, but want their items right away. Ninety percent of retailers plan to offer this convenient option by the end of 2021. With BOPIS, mobile shoppers can place orders through an eCommerce website or app and head to a storage pickup locker or dedicated customer service desk to pick up their prepaid goods, bypassing the checkout process. Interestingly enough, 80% of BOPIS shoppers are enticed by cross-promotions, targeted offers, or upsells when they come in to collect their orders, spending an average of $40 more than they had planned. BOPIS offers a simplified shopping experience for customers and a lucrative one for retailers.
BOPIS is one of the many ways to simplify the shopping experience. While in-store, shoppers may have trouble finding the products they need, want a more in-depth comparison of two different brands offering a similar item, be looking for who has “the best price,” or want to see a video of a product “in-action” before they invest. Mobile barcode scanning to connect with additional product specs or watch an informative video can be instrumental in reaching shoppers in-store. Scan-triggered augmented reality and mobile checkout are gaining traction among retailers looking to provide better personalization experiences and close bottlenecks in the buyer’s journey.
Drive Conversions Among On-The-Go Shoppers With Shopkick.
Brands and retailers can partner with Shopkick, a mobile shopping app, to execute their mobile shopper marketing strategies with the utmost efficiency and effectiveness. Prior to planning a shopping trip, the app provides users with ideas and inspiration from partnering brands and retailers.
Shopkickers can use the app at home, on-the-go, or in-store to browse various offers that can earn “kicks” (rewards points), such as flipping through curated lookbooks for ideas and inspiration and viewing helpful branded educational videos.
Proprietary location-based technology alerts users of deals when they’re near a particular store, encourages visits by offering kicks for walking in a store, and greets users with personalized messaging upon entering a store.
Engagement with partnering retailers and brands across channels and locations not only builds brand loyalty and a profitable customer relationship, but also gives Shopkickers the opportunity to earn kicks in a fun and unique way.
When enough kicks are accumulated, they can be redeemed for a wide selection of gift cards.
Mobile shopper marketing has become increasingly important in the modern omnichannel shopping environment. Brands and retailers wishing to pull ahead as industry leaders must understand how to reach shoppers on-the-go if they want to maximize sales and loyalty.
Looking for the latest ways to reach shoppers on-the-go? Shopkick mobile app partners connect with prospects wherever they are; at-home to inspire purchase intent and online shopping, and in-store to engage with consumers in an interactive way that leads to sales. Read our success stories and contact Shopkick to learn how our app can take your mobile shopper marketing strategy to the next level.
Image courtesy of astarot