Retailers Must Strive to Create Best Mobile Experience

There are many ways in which retailers can strengthen the bond with their customers, but few are as vital as enhancing their mobile experience.

Mobile phones are the most popular devices on the planet and access to them is increasing every day – indeed, research by Apigee revealed most smartphone owners cannot last 24 hours without their favourite apps and games.

With this being the case, it is crucial that retailers use the channel to their advantage because it enables them to reach out to target audiences on the move and at any time.

According to Carin van Vuuren, chief marketing officer at Usablenet, as consumer behaviour continues to trend towards mobile as the primary channel for engagement, the stakes have been raised for brands.

In an article for VentureBeat, she said the early evolution of mobile was centred around optimising desktop sites for handsets, “but with rising consumer expectations, a fresh approach is needed”.

One method of interaction companies could turn to is SMS messaging, which can be used to drive customers towards products without requiring them to use any valuable mobile internet. The technique is cheap for both parties and can prove to be very effective in reminding individuals about a retailer’s existing in-store promotions and offers.

Ms van Vuuren pointed to a recent campaign launched by Starbucks, whom she says deliver exceptionally effective deliver mobile-only promotions. As well as text messages, it has previously relied on QR code scanning and mobile payment deals that allow customers to check their store balance and purchase history.

“(Its) ability to incorporate mobile directly into the in-store purchasing process and promotions offerings sets Starbucks’ mobile presence apart from many other brands,” she explained.

She claimed that in a digital world where registration, check-out, payments and booking processes are key to a customer’s mobile journey with a retailer, vendors must know how the channel can impact every stage of a shopping journey.

They must consider how they plan to present large amounts of information on a smaller screen, manage fluctuating network bandwidth and operate on a limited time frame to complete actions before a potential buyer loses interest.

It is the view of Ms van Vuuren that mobile user experience will only be effective if companies ensure that consumers get what they want in two minutes or less. Keeping this rule in place, she remarked, “will significantly help reduce the barriers to talk completion via mobile”.

She goes on to cite Amazon as an example of a brand that has mastered the mobile experience, as on top of optimising its website, it has rolled out a channel that is “streamlined, seamless and facilitates mobile commerce”.

It include a keyword search functionality and mobile barcode scanning and it is also able to process images of desired products taken by the consumer, which it then matches to goods in its own store.

If retailers take on board the successes of major brands and dedicate their efforts into rolling out a first-class mobile experience for customers, it is likely they will attract smartphone owners worldwide.

Dynmark has over 10 years’ of experience with global enterprises in the retail industry. This has allowed us to create tailored solutions for retail companies, and we can help you make the most of your SMS communications. Read more about Dynmark’s retail experience here.

Photo (cc) Jason A. Howie.