How Mobile Marketing Can Drive the Shopper Experience – and the Bottom Line


We’ve all heard it before: mobile is taking over retail. Today’s consumer, flooded with a range of choices, can enable seamless, personalized experiences through a simple touch of a button. From price checks to researching products prior to visiting a brick-and-mortar store, retailing continues to shift to a space where the extensive usage of mobile technologies is fully integrated into the daily lives of tech-savvy consumers.

Mobile devices are a key aspect of the shopping journey. As the mobile retailing trend continues to expand the broad measure of consumer reach, retail marketers are exploring ways to impact consumer spending by harnessing the power of mobile marketing. Retailers are rolling out their mobile strategies to acquire new customers and to increase their bottom line. But how do retailers effectively integrate their strategy with the mobile phone? Retailers must implement mobile strategies to reach consumers with the right message and across the right channels.

A survey conducted by the North American Technologies Retail Survey found the top ways that consumers are using their mobile phones while not in the physical store include to:

  • Locate a nearby store or check store hours
  • Compare prices
  • Look up product information
  • Read customer product reviews

In an effort to meet these rising mobile expectations, a study from RetailMeNot titled “The Rise of Mobile Marketing Spend in Retail” found that 87% percent of retail marketers plan to invest more resources into mobile marketing aligned with their organizational goals.

Many consumers view their smartphone as not just a research tool, but also as a way to determine in-store inventory and receive location-based deals. By keeping this in mind, retailers have an opportunity to leverage multiple consumer touchpoints to drive additional customer traffic.

The mobile explosion is undoubtedly forcing retail markets to push beyond traditional marketing techniques. Here are a few ideas for how retail marketers can adapt to join the mobile retailing revolution and boost the bottom line of their businesses.

Is mobile messaging a lost art? This seemingly antiquated solution is proving to be an untapped well of success for retailers. While this approach is nothing new, it’s all about mobile messaging customization, including product information, promotions, retargeting campaigns and surveys. For example, promotions via SMS allow businesses to activate campaigns with mobile. The good thing for retailers is customization provides an endless opportunity to creatively market your business to the consumers that matter most to your profit margin. Additionally, mobile messaging ensures an abundance of consumer data and insights to ultimately drive business decisions.

Apps, Wi-Fi and beacons galore. Many retailers have experimented with mobile apps in some form, but few have mastered the complexities of the various mobile technologies. Leveraging the value of technology to communicate promotions, in-store events and store openings is critical to enhancing mobile-driven results. Loyal customers are most likely to respond to beacon-driven offers in-store, which require downloading the app. In addition, Wi-Fi continues to help retailers attract both new and existing customers by delivering content that is timely and targeted since Wi-Fi requires proximity to the store.

Mobile email is a must-have. Emails equipped with mobile-ready design are one of the most effective ways to drive sales. With most consumers now opening emails on their mobile devices, this channel must be mobile optimized to stand out among the crowd. The key takeaway: retailers have to approach mobile marketing with email at the forefront of their minds. Luckily, with the help of email marketing software, retail marketers can make sure their emails look good on any device before sending a blast to their subscribers.

When it’s all said and done, retailers must ensure that their mobile marketing strategy aligns with their larger marketing strategy. This includes implementing a multi-dimensional approach centered on a plan that successfully integrates mobile and in-store campaigns designed to keep businesses ahead of their competitors.

How Mobile Marketing Can Drive the Shopper Experience – and the Bottom Line

In an effort to meet these rising mobile expectations, a study from RetailMeNot titled “The Rise of Mobile Marketing Spend in Retail” found that 87% percent of retail marketers plan to invest more resources into mobile marketing aligned with their organizational goals.