In Part 1 of this series, we shared data that made it clear that the desirable demographics of smartphone and tablet users heighten the need for a strong mobile strategy now. But we believe, and have proven, that a strong mobile strategy requires a need to invest in an integrated channel strategy to align with your customer’s desired mobile purchase path. Why?
Let’s use just-published research around the upcoming holiday shopping season to support this approach. According to a recent Accenture study, over half of holiday shoppers (56%) plan to use their mobile device while in physical stores to not only research, but also buy online. This new behavior, commonly known as “showrooming”, poses not only a threat to traditional retail stores but also to “single channel” marketers. In another holiday shopping study from Google and Ipsos MediaCT, 85% of shoppers plan to start shopping for gifts on one device and finish the process on another. Clearly, consumers are not tied to a single way of researching and buying their gifts this holiday season. Are you?
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The major takeaway is that mobile success truly requires an integrated channel approach across the entire purchase path that each consumer desires. Doing so ensures that you can continuously optimize the experience – and your own efficiencies – at each step along the way.
In Part 3, we’ll talk about how to work with the data created from your mobile program to constantly provide a better experience to your customers and turn mobile strategy into bottom-line results.
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