Shoppers are using mobile technology for many activities – reading reviews, learning product features and comparing prices. And that doesn’t end when they’re in your store. You could have several visitors browsing products and thumbing keypads to see if there is a better price elsewhere. If there is, they just might leave.
Welcome to the world of mobile migration.
Mobile marketing is becoming an essential element to a retailers’ marketing strategy. Mobile coupons, for example, have become very popular (can you say “Groupon”?). According to Borrell Associates, a local ad research firm, mobile coupon use is expected to grow 84% per year. In the stumbling economy, value shopping is becoming commonplace – and stores are beginning to see the results. Some grocery and pharmacy retailers have actually been losing money in-store, due in part to thrifty shopping habits shown on popular couponing shows like Extreme Couponing; while other brick-and-mortars are feeling the pain of losing a sale to a nearby retailer.
If mobile migration is happening more frequently, how can you protect your store from losing sales? Here are some ideas:
1. Offer shoppers an instant mobile coupon by signing up for a loyalty program. If they’re visiting anyway, try to grab future business by providing a simple form to fill out. The trigger can be on a tag or in a geo-fence. Once the shopper has joined the program, make her a brand ambassador by providing engaging content via email. (Attaching a QR code to product labels provides an easy way to transmit program information. Couple that with a UPC code that confirms participation and you’ve got a great way to match external pricing, keep the sale and gain loyalty – all in one transaction.) 2. Offer a price-specific incentive that matches the value of a competitor’s offer. This supports add-on sales and increases average purchase revenues. The total percentage value of the coupon when redeemed should equal the percentage value of the base product alone. For example, offer 25% off $100 or more to match the 25% off single-item competitor’s mobile coupon. 3. Provide mobile support by offering inventory information, product information and (for products requiring technical assistance) instructional video. A 5th Finger report shows that 30% to 40% of shoppers rate mobile customer support functions highly. If you can create a valuable customer experience while visiting, shoppers may be more likely to purchase from you. Request name and email through the app to gain an opt-in content reader. 4. Offer a mobile purchase option that allows a shopper to purchase electronically while in the store. Oracle claims that 29% of consumers make purchases through a mobile device, so why not offer this option to store visitors? Purchase verification can be handled at the register or at the door. By offering an alternate way to pay, your store can become more valuable to shoppers. 5. Offer a referral coupon for shoppers’ social contacts to bring more traffic to the store. Provide an instant referral coupon that a shoppers’ posse can take advantage of immediately or offer a Facebook “likes” instant coupon when a shopper takes a picture of the product or store and posts it on Facebook.
Granted, we haven’t discussed the costs associated with implementing these ideas. Some may require investigation to determine worthiness. However, the overriding principle we want to impart is to think creatively (outside the box) when developing a mobile marketing strategy to combat mobile migration.
Oracle’s report states “These data points strongly suggest that merchants who delay or fail to strengthen their mobile presence…are missing a major opportunity”. Now is the time to capitalize on this growing trend!