But what gives the edge to some retailers over others, according to recent survey by CrossView, is the optimisation of conventional site to mobile websites…
Mobile is now the main source of information for most people in developed countries due to the exponential growth of smart phones and tablets. Retailers, getting a cue from this change, have started to shift their focus from traditional marketing means to mobile apps and websites. This transformation is directly linked to customer interests driven by ease of information access, sharing through social media and the desire to be part of the “in thing”.
Some of the leading retailers now have a mobile application to engage their customers. But what gives the edge to some retailers over others, according to recent mobile survey by CrossView, is the optimisation of conventional site to mobile websites including features like ratings, access to in-store inventory and user reviews. The top retailers who made the cut above the rest due to these features include Macy’s, Home Depot, Target and Apple. Shoppers can see what others are talking about the products and share items through email – a valuable medium to spread word about the retailer. Two other features which set apart the best retailers in mobile marketing is guest check out option and pick up option. The latter signifies that retailers are depending on mobile as means to encourage manual traffic.
Mobile store locator is a common feature used by retailers to attract customers in a way that they communicate at local level and get specific information at that moment based on their location. Certain information becomes relevant when they are near a store. Common features used by retailers like Maurice are push notifications and bar code scanning which help in user interaction with brand and creates a closer personalised relationship. Scanning enables in-store products to be compared to each other for clear information and better shopping. 2D barcode is more sophisticated and helps customers to make purchase through phone. A search bar is also used by typing in keywords, to choose a specific product.
Ideally, mobile websites are optimised for ease and speed. Most of the retailers regard an app as a logical extension of mobile website and prefer it because of additional functionalities, targeted at consumers who are faithful to a particular trademark. Customized tools for engagement and shopping make apps the hot favourites. So, the question arises as to which provides a better interface for marketing? There is no objectively correct answer to this. Both play an important role in retailer’s holistic effort to enhance their marketing ideas. Clever retailers are applying them to associate with shoppers on a personalised level both in-store and online. Therefore, by developing both these technologies, retailers can accomplished a smart way to target audiences.