How mobile is changing the retail conversation
Mobile communications technology has long played an influential part in business-to-consumer enterprises. But for the competitive retail sector, mobile adoption has become fundamental to survive. With the introduction of ever-smarter devices, and usage showing no signs of slowing down, the future belongs to those businesses that truly embrace the move to mobile.
From Europe to the USA, leading retailers are reporting that 10-15% of their web traffic comes through mobile phones. And this increases to 20% when tablets are thrown into the mix. It’s a transformative technology – one that’s achieved global reach and an integral role in our day-to-day lives. For e-commerce businesses, it provides a convenient, immediate way to engage with consumers, and brings an extra dimension to their retail offering.
Mobile messaging meets the marketing mix
Always on, and always on the go – mobile communication is made for how consumers live daily life. But where a sales call can leave customers feeling cold, mobile messaging offers direct access without the unwanted intrusion. With customers choosing when they read their messages, they stay in control over the brands they engage with – making for a more positive experience.
Mobile messaging has become more than just a direct sales channel. A really robust mobile strategy should see retailers putting the medium to work across the marketing mix:
- More market research – it’s an information exchange, not a one-way street. With messaging services like polling, researchers can gather precise data to pressing questions – and tailor their products or services accordingly.
- Personalised promotions – highly targeted and easily customisable, mobile messaging provides a powerful advertising channel.
- -way communications – whether it’s a reminder to redeem a time-sensitive offer or an invite to an upcoming event, mobile messaging creates instantaneous connections between retailers and customers.
Taking mobile messaging to the shop floor
As mobile messaging continues to cement its place in the marketing mix, more retailers are turning to the platform as an extension of the retail experience itself. Customer notifications, payment processing and customer services can all be managed cost-effectively through mobile messaging. And thanks to revenue-share agreements with mobile communications service providers, companies can build rich new revenue pipelines – all around the world.
6 steps to effective mobile messaging
So how can you capitalise on this fantastic opportunity? The most successful mobile messaging is all about ‘right place, right time’ communications – but thankfully, low costs and detailed metrics make perfecting your approach simple.
- Get your house in order: first things first, capture your customers’ mobile numbers in your CRM system, and make sure they’ve ‘opted in’ to receive your messages.
- Branch out: it’s not just about your existing relationships. Working with mobile operators or large media organisations, you can add a carefully curated list of potential customers to your database too.
- Test your strategy: with relatively low production costs compared with traditional media, mobile messaging is the perfect platform to develop and test your marketing strategy.
- Think short and sweet: with just 160 characters to play with, mobile messaging is an effective way to communicate with customers that are time-poor or on the move.
- Strike in seconds: messages can be sent and received almost instantaneously. So you have the flexibility to target customers at the most effective time – for maximum impact.
- Measure your messages: the ability to measure a range of indicators – including recall, message association, awareness and intent-to-buy – means you can ensure your campaigns always cut through. You can also study the cost associated with customer contact, interaction and acquisition.
While mobile messaging may be just part of the mix, it’s powerful way to target the right customers, with the right messages – at the right time. And for retailers navigating an increasingly competitive market place, it provides invaluable new opportunities for innovation in both your commercial and communication strategies.