As consumers turn to mobile devices more than ever before this holiday shopping season and retailers roll out indoor location technologies to enable mobile engagement in-store for the first time ever, we wanted to take a look at who is interested in receiving mobile offers in-store on their smartphones. Between November 14th and November 16th we asked 300 smartphone owners if they were interested through a Google Consumer Survey:
Are you interested in receiving special offers from a retailer on your smartphone when you visit that retailer’s physical store this holiday season?
Perhaps not surprisingly, smartphone owners between the ages of 18-34 made up more than 60% (chart above) of those interested in receiving in-store offers on their smartphones. Previous studies and surveys have found that this demographic is the most responsive to mobile advertising. That’s good news, not only for brands and Consumer Packaged Goods makers (looking to reach this attractive segment), but also retailers, who can now target this demographic in-store with mobile offers.
As attention turns to how retailers are performing online today for Cyber Monday, after analyzing their performance in brick-and-mortar stores for Black Friday, one thread often missed is the connection between these two channels with current omnichannel approaches. Retailers at the leading edge of the multichannel approach over the last few years understand that, but they’ve been burdened with the problem of identifying shoppers on multiple channels. However, the surge in smartphone use for shopping both in-store and out of store has enabled retailers to connect the dots with indoor location technology.
Shoppers are changing the way they use their mobile devices at home and even in-store this Black Friday. To date the main use of smartphones and tablets by shoppers has been to discover and research products. However, this holiday season shoppers are using mobile devices during the entire buying process – from product research to purchase. Mobile commerce is growing massively year over year; it’s estimated that it will account for almost $42 billion of this years E-commerce sales. That’s up 68% from 2012.
In order to capitalize on this massive opportunity, Retailers must create an engaging mobile presence to get the most out of Mcommerce. Retailers like Best Buy and Target are quickly modifying their strategies to make mobile the key driver in their Omnichannel approaches. One technique used to increase mobile engagement is to offer in-store deals on mobile devices. That way, consumers who shop in physical stores are rewarded with unique deals and advised on price matching by store associates with mobile devices.
Location-based promotions are the newest way that some stores are interacting with their customers. Hyper-local deals delivered to shoppers on their mobile devices are a completely new channel for mobile commerce, creating a customized shopping experience. Another mobile engagement implementation is the use of mobile loyalty programs. By using mobile apps for loyalty programs, retailers can provide more tailored deals to their customers in a much simpler fashion. As retailers continue to create easier to use mobile apps for every step of the shopping process, the power of Mcommerce is finally being realized as a bottom-line driving initiative.
We’re excited to welcome Jordan Thayer this week as the newest member of the ByteLight team! Jordan joins us as Director of Product Development where he will oversee the company’s product management functions, including product strategy and establishing strategic relationships. He brings with him eight years of experience in the adtech and retail spaces, which will assist ByteLight as we deploy our solution
With mobile commerce growing fast, many retailers are looking for new ways to engage their customers this holiday shopping season. The ultimate goal is an omnichannel retail experience where a customer seamlessly transitions between e-commerce, brick and mortar locations, and mobile commerce. In order to achieve this interactive mobile integration, retailers are tracking users in stores and online.