Best Practices for Retail & Ecommerce to Win Consumers via Mobile Marketing

Transcription

1 Best Practices for Retail & Ecommerce to Win Consumers via Mobile Marketing Netmera Mobile App Engagement Platform The mobile revolution is transforming the way consumers shop both in retail stores and online. It is becoming more and more important for the marketers in retail and e-commerce sectors to win omnichannel shoppers. This e-book focuses on mobile marketing insights and best practices for the retail and e-commerce sectors.

2 Contents Foreword Introduction Chapter 1: Being There Insights & Tactics for Being There Chapter 2: Being Useful Insights & Tactics for Being Useful Chapter 3: Being Quick Insights & Tactics for Being Quick 2

3 Foreword Studies and industry reports show that there is a mobile revolution happening all over the world and within this revolution, concepts like mobile shoppers, micro-moments and omni-channel shopping is gaining importance among marketers in all sectors. This e-book covers mobile marketing insights and best practices for retail and e-commerce sectors by diving into micro moments and omni-channel shopping. According to Google, 68% of smart phone users check their phone within 15 minutes of when they wake up in the morning. Moreover, Mitek and Zogby Analytics reported that 87% of smartphone users always have their smartphone at their side, day, and night. Similarly, KPCB pointed out that we check our phones 150 times a day and according to Comscore, we spend 177 minutes on our phones per day. All these numbers emphasize the importance of mobile devices in our daily life. Behind these numbers there are countless mobile interactions, like checking Instagram via mobile device while waiting to pay in a supermarket line, texting to a friend via Whatsapp while checking sneekers at a department store and sharing location information while drinking coffee at a mall. These types of moments are crucial for brands because brands have an opportunity to engage with their customers and/or prospects at these mobile moments. 68% of smartphone users check their phone within 15 minutes when they wake up in the morning. 87% of smartphone users always have their smartphone at their side, day, and night 3

4 Who should read this e-book? This book is prepared for marketers in retail and e-commerce businesses in order to provide them insights and best practices regarding mobile marketing and engagement. If you are interested in mobile marketing and engagement best practices in retail and e-commerce sectors this book is for you. In this e-book consumers mobile moments regarding retail and e-commerce sectors are explained in detail along with insights and best practices for marketers. Since consumers are very open to the influence of brands at their mobile moments while they are giving decisions, marketers should be ready to take action at the mobile moments of consumers. The major aim of the book is to provide insights to the readers about mobile micro moments, omni-channel shopping, mobile shoppers, mobile marketing and engagement in retail and e-commerce sectors This e-book is prepared by Netmera Marketing Team. You can reach us via 4

5 Introduction Google defines mobile moments of consumers as micro-moments and divides them into four as I want to know, I want to go, I want to buy, and I want to do moments. These micro-moments are crucial to marketers since they can be regarded as critical touch points within today s consumer decision making journey. In each micro moment stage, marketers should decide their mobile marketing and engagement tactics in order to be there, be useful and be quick All these micro moments are especially significant for retail and ecommerce because these businesses are directly affected by actions taken by consumers in their decision making journey. This is strongly supported by the following statistics; 82% of smartphone users say they consult their phones on purchases they re about to make in a store; there is a 20% increase in mobile s share of online retail session; Micro Moments I want to know I want to go I want to buy I want to do The importance of mobile marketing and engagement is increasing in retail and e-commerce sectors. 5

6 How Retail and E-Commerce Marketers can win at micro moments? Mobile is changing the entire consumer shopping behavior both in retail stores and online. That s because main focus of the e-book will be best practices for retail & Ecommerce to win consumers via mobile marketing Answers to this question will be provided in the following chapters. In general, marketers should be there, useful and quick while consumers are in I want to know, I want to go, I want to buy, and I want to do moments Mobile marketing and engagement tactics for retail and e-commerce sectors will presented for four different micro moments as I want to know, I want to go, I want to buy, and I want to do. In the following chapters best practices for being there, being useful and being quick can be found in order to win micro moments. 6

7 Chapter 1 Being There Every marketer wants to be there for their consumers especially at their mobile moments. That s mostly because appearing in front of consumers at their mobile moments bring highest conversions for marketers. For instance, a joint study by Google and Ipsos study shows that 1/3 of smartphone users has purchased from a company or brand other than the one they intended to because of information provided at the moment they needed it. Being there gives a chance to brands to address consumer needs at the right moment, and help their consumers to move along their decision making journey. In addition, being there also helps marketers to deepen their relationship with their customers in order to increase their loyal customer base and increase lifetime values of their customers. 1/3 of smartphone users have purchased from a company or brand other than the one they intended to because of information provided at the moment they needed it. Being there at consumers mobile moments such as mobile searches, app interactions, mobile site visits, or mobile video views are crucial for marketers especially for Retailers and E-commerce firms. In this chapter mobile marketing insights and best practices for different mobile moments will be put forward. 7

8 Best Being There Mobile Marketing Practices for Retail and E-Commerce Sectors I-Want-to-Know Moments: At I want to know moments consumers are in exploring mode. At this micro moment they want useful information and sometimes inspiration. For retailers sending push notification when their customers are in store to provide further detail regarding products can be given as an example of being there at a I want to know moments. For e-commerce brands, in-app pop-ups that appear in front of customers who are searching for information within mobile app can be given as an example. I-Want-to-Do Moments: These are how to moments when people want help that s why at this micro moment being there with the right content is crucial. For both retailers and e-commerce brands mobile video ads targeted to how-to sentences related to products located in retail store and website can be used to be there at I want to do moments. Netmera Push Notifications In just over a decade, mobile phones have gone from a luxury item to an everyday essential, with smart phones dominating our communications. 80% of our phone use is now spent on mobile apps, so how can businesses deliver their message now that smart phones are overtaking TV as the main media customers interact with? Push notifications are a great answer to this question. Reach us via info@netmera.com to meet with Netmera s Push Notification Services 8.

9 Best Being There Mobile Marketing Practices for Retail and E-Commerce Sectors I-Want-to-Go Moments: At I want to go moments mostly consumers are looking for a local business or are considering buying a product at a local store. For retailers mobile search ads targeted for specific locations can be used to increase foot traffic of retail stores. For e-commerce brands, similarly mobile search ads targeted for specific locations can be used to increase mobile site traffic. I-Want-to-Buy Moments: These are the moments where someone is ready to make a purchase and may need help deciding what or how to buy. For retailers sending discount via push notification by using beacon or other location sensing technology when consumer is at a retail store can be given as an example. For e-commerce brands, sending discount via push notification to a consumer who abandons his/ her cart is an example of timely engagement. Netmera Beacon Management Beacon technology allows you to engage with customers via mobile applications while they shop in your store, and analyze user behaviors to create powerful new campaigns. Via Netmera Beacon Management you can know who enters your store and when, specific purchasing habits, favourite products, and customer payment choices. For more info reach us via info@netmera.com and meet with Netmera s Beacon Management 9

10 Chapter 2 Being Useful F or increasing the number of loyal customers marketers need to do more than just be there at consumers I-want-to-know, I-want-to-go, I-want-to-do, and I-want-to-buy moments. Marketers need to be useful by providing relevant information when consumers need it. Thanks to increasing mobile usage, being useful is more achievable than ever. Mobile technology provides a rich understanding of context to consumers underlying intent and that context provides powerful clues for how brands can be most relevant and useful for consumers at their moments of need. Being useful at these moments are very important for marketers because if marketers can not provide utility to their customers, they can leave the brand forever. Only 9% of users will stay on a mobile site or app if it doesn t satisfy their needs (for example, to find information or navigate quickly). For instance according to Google and Ipsos; only 9% of consumers will stay on a mobile app if it doesn t satisfy their needs (for example, to find information or navigate quickly). In this chapter mobile marketing insights and best practices for different mobile moments such as I want to know, I want to go, I want to buy, and I want to do will be put forward for retail and e-commerce marketers. 10

11 Best Being Useful Mobile Marketing Practices for Retail and E-Commerce Sectors I-Want-to-Know Moments: At I want to know moments consumers are in exploring mode. In this micro moment they want useful information and sometimes inspiration. For retailers giving further info regarding products when consumers are in store by using beacon technology can be given as an example for being useful. For e-commerce brands, in-app popups that appear in front of consumers who are having hard time while navigating within app can be given as an example for being useful I-Want-to-Do Moments: According to Google and Ipsos 53% of smartphone users feel more favorable towards companies whose mobile sites or apps provide instructional video content. For both retailers and e-commerce brands adding instructional product videos to their mobile sites and/or apps can be a way to be useful at the very moment when their customers are trying to understand the product. Netmera In-App Popups Netmera In-App Popups can be triggered by user actions within your app, in-app popups help users access targeted content that is responsive to their needs and behaviours, even if they have disabled push notifications. In-App popups are great tools for the marketers who want to impact consumers choices when they are searching information within their apps. For more info reach us via info@netmera.com and meet with Netmera s In-App Popups 11.

12 Best Being Useful Mobile Marketing Practices for Retail and E-Commerce Sectors I-Want-to-Go Moments: According to Google and Ipsos %61 of smartphone users say they re more likely to buy from companies whose mobile sites or apps customize information to their location. For retailers showing a nearby store where a particular searched-for product is in stock can be a good example for being useful at I want to go moments. For e-commerce brands, sending tailor made offers via interactive push notifications by targeting specific locations like malls, shopping centers, etc. can be used to catch consumers by being useful who are at I want to go moments. I-Want-to-Buy Moments: At these moments customers should be empowered to purchase in whatever way suits their needs, whether in-store, on mobile, via call center or across devices. For retailers enabling mobile payment via NFC and for e-commerce brands enabling easy and quick payment with appropriate user experience within mobile app can be used as being useful tactics at I want to buy moments. Netmera Interactive Push Notifications With interactive notifications, users can respond to you effortlessly by just touching the buttons you sent within the notification, there is no need to open the APP. Your app users can respond to your push notifications immediately! You can provide them with a call to action and ask them to opt-in, purchase or read something and get your response right away! For more info reach us via info@netmera.com and meet with Netmera s Interactive Push Notifications 12

13 Chapter 3 Being Quick According to Google and Ipsos 29% of smartphone users will immediately switch to another site or app if it doesn t satisfy their needs quikcly (for example, they can t find information or it s too slow). In other words, for marketers being fast is a crucial concept for both customer acquisition and retention plans. Mobile technology, particularly creates a behaviour change in consumers toward expecting speed in their relations with the brand in all channels including store, web, app, call center, etc. Google puts forward some different ways for brands to be quick in front of customers such as eliminating steps and anticipating needs. Marketers should deploy appropriate strategies in these areas in order to win micromoments for their customers and/or prospects. 29% of smartphone users will immediately switch to another site or app if it doesn t satisfy their needs (for example, they can t find information or it s too slow). Google s research shows that more than 1/3 of smartphone owners are usually in a hurry searching for a local business on their smartphone; 40% of them are usually in a hurry while looking for instructions on their smartphone and 28% of them are usually in a hurry while buying something on their smartphone. These numbers emphasize importance of being quick for retail and e-commerce sectors. Following pages will give actionable insights for marketers in these sectors. 13

14 Tactics and Insights in Eliminating Steps for Retail and E-Commerce Sectors To be quick by eliminating steps retail and e- commerce brands can deploy 3 strategies; 1- Implementing One-Click Functionality: Both for retail and e-commerce apps adding instant buy buttons will enable consumers to finish their transactions quickly. 2- Helping the User Fill in Forms: Both for retail and e-commerce apps one-click order will enable consumers to finish their transactions quickly. 3- Providing Alternatives to Finish the Transaction: For retail brands providing location based discount push notifications for directing consumers to retail store or for e-commerce brands sending interactive push notifications to the consumers who abandon their shopping basket will enable consumers to finish their transactions quickly. Netmera E-Commerce App Engagement Solutions With Netmera you can; Prepare exceptional push notifications, powered with HTML5 and rich media. Use advanced targeting tools such as user preferences, usage behaviours, geolocation, geo-fences, and automated responses. Analyse your results and distribute reports to third parties. Have multiple products and features work harmoniously together and with your existing systems. For more info reach us via info@netmera.com 14

15 Tactics and Insights in Anticipating Needs for Retail and E-Commerce Sectors To be quick by anticipating needs retail and e- commerce brands can deploy 3 strategies; 1- Putting the Big Stuff First Both for retail and e-commerce call to actions are one of the most important concepts. Retail brands can send location based push notifications with call to actions; e-commerce brands can use in app pop-ups containing call to actions that are triggered by specific user actions. 2- Being Location-Aware Both for retail and e-commerce apps communicating with target audience by using their location such as sending location based discounts with interactive push notifications will increase conversion rates. 3- Looking at Past Behaviour Both retail and e-commerce app marketers can use push notifications according to their customers past behaviors such as leaving an item in the shopping basket. Push notifications can be sent to these customers to enable them finish their shopping. Netmera Retail App Engagement Solutions Imagine customers locating items on a store map from a phone, scanning barcodes to access product information and reviews, managing a digital shopping cart, or checking out with a sales person anywhere in your store. Netmera s mobile solutions for the retail industry will transform the future of shopping, giving both customers and retailers the tools to do more in less time, and engage on a more personal level. For more info reach us via info@netmera.com 15

16 FEATURED CUSTOMERS Mobile apps are increasingly important in our digital strategy and the services provided by Netmera significantly improved our daily ac8ve users and user engagement of our apps. Using their cloud services we were able to roll out and fine tune our campaigns. The ability Netmera gave us to target very accurately users or various segments was also cri8cal in this success. The Netmera Team are proac8ve and very quick to respond to our demands. We plan to expand our partnership with Netmera in addi8onal apps and we see significant value in the deployment of their technology. As the leading flash sales site in Turkey we are glad to work with Netmera as our push no8fica8on provider. Netmera as our partner brings enough industry experience for advanced mobile marke8ng services. A flexible, easier to use environment is provided for crea8ng no8fica8on campaigns that engage mobile app users at the op8mal 8me. Since working with Netmera we see significant increases in traffic and revenue through our mobile apps. Netmera helps also to op8mize mobile engagement by providing strategy and crea8ve support which can be used 7/24.

17 NETMERA SOLUTIONS Push Notifications Interactive Push Notifications In-App Pop-ups Segments & Targets Engagement Analytics Geolocation Beacon Management User Management

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19 NETMERA is a Mobile Application Engagement Platform. We offer a series of development tools and app communication features to help your mobile business ignite and soar. Our platform will increase your mobile engagement with SMART campaigns and EASY data analysis features. Netmera Mobile is developed by a passionate team! With our love for mobile technologies and mobile apps, and passion for transforming the technology to easily consumable services for developers and marketers, we created Netmera. Our team is a harmonious combination of developers and marketers..