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10 ways mobility is changing how modern retailers sell

(Business Marketing) As mobile device technologies become widely adopted, retailers must adjust to address this new mobility if they want to maximize their profits.

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Retail is changing thanks to technology

When was the last time that you used your mobile device to shop competitors while in a store, search for coupons, or do on-the-spot research? If you’re alive and over 18, it’s probably been recently.

By Swaroop Rao, VP and Global Head, Mobility Practice at Happiest Minds Technologies points out that three in every four people in the world have access to a mobile device, which has changed how retailers connect with customers.

“Retailers can now connect with current and potential customers — and vice versa — regardless of location or time of day,” Rao notes. “With this increased connectivity comes significant opportunities for retailers to get uniquely attuned to the individuality and personalities of their customers, which in turn allows them to nimbly adapt retail business practices — including distribution, operations, merchandising, marketing, and customer service — for maximum revenue impact.”

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So how exactly can retailers use mobility to their advantage? In his own words, Rao offers the following 10 ways:

1. Embrace Me-Commerce

Technology has allowed unlimited choices in lifestyles, work styles, and the ways consumers choose to shop. Along with this comes the expectation on the part of the consumer that their retail experience be highly personalized to their tastes. The evolution of this Me-Commerce concept will only continue, and retailers wishing to maximize their impact with current and future generations of shoppers must use mobility as a primary tool to do so.

2. Include mobile in an Omni-Channel approach

Retailers must ensure that customers have the same brand experience at all points of contact, across all channels and devices. Whether they are window-shopping, purchasing, or paying, an Omni-Channel approach to multi-channel retailing can be maximized as more and more consumers choose to perform some or all of these activities via their mobile devices.

3. Maximize mobility both externally and internally

Mobility means far more to savvy retailers than simply an app that facilitates consumer shopping. Studies have shown that companies are unable to prevent employees from bringing their own devices to work. Smart retailers can take advantage of that situation and maximize productivity in their employees by allowing them to use those devices for inventory check-points, sales assistance, pre-sales, and more.

4. Strategize for “showrooming”

 
Increasingly, consumers are using brick-and-mortar stores to examine merchandise, then buy those same products online with their mobile devices. Smart retailers will develop a strategy for showrooming which allows in-store employees to be empowered through mobile to provide enough product data and personalized assistance to close the sale.

5. Maximize hyper-targeting

Customers are constantly on the go, and hyper-targeting allows retailers to go right with them, with the right message, at the right time, and the right place. Smart retailers will maximize mobile to promote personalization and individualization as customers move about in-store, using tools like Wi-Fi, LTE, iBeacon, and even augmented reality (AR) techniques.

6. Apply smart science with Big Data

In today’s age of Big Data, the proliferation of technologies has exponentially grown the amount of data that’s created and consumed. Retailers can optimize the volume of data at their disposal by applying Big Data science to the art of retail. Never before could retailers so acutely understand, comprehend and target their customers to create a highly individualized shopping experience.

7. Reinvent Loyalty Programs

Mobility allows for a highly personal experience with retail customers, and today’s retailers can take advantage through Loyalty programs that uniquely resonate with customer habits and preferences. No longer just a “tick mark activity” for retailers, reinvented Loyalty Programs have the potential — through mobile applications — to be one of the best ways to stay connected to customers in the long run.

8. Allow social media to drive inventory

Social media allows retailers to have an informative dialog with customers, more than ever before. Feedback through tools like Pinterest, Instagram, Quora, Craig’s List, etc. is invaluable in starting to drive inventory per customer preferences and trends.

9. Digitize stores for mobile use:

Connect with your customers in-store with digital displays, ePubs, multi-media presentations, etc. Then, connect the in-store digital experience with your customers’ mobile device to close the sale. Promotions, products, incentives and information presented through the interplay of in-store digital and hand-held mobile can create a customer “wow” moment that your lagging competitors can’t match.

10. Utilize APIs for enhanced customer services

Retailers today can employ the use of APIs and service providers to offer customers enhancements in the brand experience and its services like never before. Possibilities can include things like catalog as a service, wish list as a service, registry as a service, real-time pricing, stock notifications, etc. The list is limited only by the retailers’ imagination in how they interact in a highly personalized way with their customers.

The American Genius is news, insights, tools, and inspiration for business owners and professionals. AG condenses information on technology, business, social media, startups, economics and more, so you don’t have to.

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2 Comments

2 Comments

  1. James Easterling

    October 9, 2014 at 1:42 pm

    I enjoyed this article. I especially liked #8.

    This article captured and offered solid suggestions and opportunities to capitalize on engaging current and potential customers into a retailer’s sales funnel in the mobile marketing space.

    I would like to add to your list. Another lucrative option is using text messaging. According to Pew Research 2013, 34% of Americans are still using feature phones which would eliminate them from participating in these marketing suggestions.

    What do you see trending for Me-Commerce in 2015?

  2. Robert May

    October 11, 2015 at 12:33 am

    This trend has just got stronger. I am in the real estate industry and for us mobile is everything now.

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Business Marketing

Reddit put on their big kid pants to attract ad dollars

(MARKETING) If your company is scared to engage Reddit, they’re trying to button up for you, and it’s worth a second look. Maybe.

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While Reddit remains to be one of those strange sites where advertisers still aren’t sure if they want to use it (whether it’s because Reddit is a little confusing, or companies are turned off by it’s well known strange subcultures and tendency to be a magnet for a lot of uh, weirdness – we don’t know.)

Reddit has been working to improve their ad platform over the past year, mostly recently taking pixel from tracking only a single conversion event to eight conversation windows with an improved attribution window of 1, 7, or 28 days.

This builds on top of the cost-per-click buying that was added as a feature last month.

Reddit putting on big boy pants for marketing is a big deal. In case you missed it – Reddit generates over 1.2 billion visits a month – and remains one of the most popular sites on the internet. It’s the sixth most popular site in the United States, and it’s not afraid to boast a moniker of being the “Internet’s Front Page.”

Marketing on Reddit has some pitfalls of course – if you just go in blindly and without care, you wont’ get anywhere – the platform is not friendly to self-promotion and flagrant marketing.

But if take the time to generate valuable content, the ability to share that content to a very specific audience in the right subreddit. Marketing effectively will still require getting your material to the right place, but there’s a lot of opportunity for marketers to use both the uniqueness of the forum, combined with these new marketing tools, to reach this vast sea of Redditors.

If you don’t know about Reddit – here’s some good places to get started:

Short summary – Reddit should be somewhere you could consider advertising. It has an easy potential for some modest returns, but has a lot of possibility if you take the time and leverage the tool. So go forward, and subreddit smartly, marketers.

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Business Marketing

A more environmentally sensitive Pantone color of the year

(MARKETING) Why is Pantone’s coral color causing a ruckus? Marketing is just marketing, right? Maybe not…

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pantone unofficial color of 2020

Every year Pantone declares the Color of the Year and for 2019, the institute declared Living Coral to be the “it” shade calling it “an animating and life-affirming coral hue with a golden undertone that energizes and enlivens with a softer edge.” And it totally is. Imagine bright red orange swimming in a sea of crystal blue water.

Pantone’s Executive Director, Leatrice Eiseman even goes so far as saying it that Living Coral was what “consumers craved” and that it incites “human interaction and social connection” which might be a stretch. It is just a color after all.

However, some found this messaging to be anything but convivial and well, off-color.

Jack Railton-Woodcock and Huei Yin Wong, partners at Jack and Huei, a Melbourne-based design agency, took umbrage with this decision and for good reason.

Their native Australia has front-row seats to the dying of the Great Barrier Reef and for them, coral is anything but lively. If anything, it’s on life support.

To call attention to the tone-deaf decision, the duo preemptively christened Bleached Coral as the Color of the Year 2020.

Touche.

The duo furthered their burn, saying, “It’s the responsibility of all of us, creative or otherwise, to find creative solutions to big problems, and right now there aren’t many problems facing humanity that are bigger than climate change.”

Oof, way to pull back the curtain, guys.

As much of a buzzkill as this pair might be, they’re not wrong, and they bring up the larger question of social responsibility in marketing.

But it’s just marketing, right?

Wrong. The very root of marketing is aspirational. We see ads for luxury cars, we imagine ourselves behind the wheel and believe that maybe we can get there. We see beauty products that promise flawless ageless skin and maybe we decide to take better care of our skin. We see Living Coral and we’re blinded to the reality that the coral just might be a thing of the past.

Yes, Pantone’s Color of the Year is one of those fun end-of-year things we in marketing get excited about, but when you’re living in a world where climate change is our reality and we see it in unnatural weather patterns and the dying off of one of our greatest natural treasures, it’s time to take pause. We can do better.

These days it’s hard to please everybody. Try as we might to make everything for everyone, if we’re going to attempt to talk about a unifying the human race through color, we sure as hell shouldn’t choose a color that reminds us all that our environment is in rough shape and it’s largely humanity’s fault. Bleached Coral isn’t the color we need, but right now, it’s the color we deserve.

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Business Marketing

Video marketing is here to stay – 5 ways to change your SEO strategy

(MARKETING) Video marketing now constitutes the majority of all web traffic – is your brand getting lost in the shuffle?

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video marketing SEO

Video marketing has grown as a content strategy over the past several years, as the explosion in mobile devices and fast mobile internet has made it more feasible to stream videos on the fly. And considering more than three-quarters of all business using video marketing are seeing results, it’s unlikely that video marketing is a trend going away anytime soon.

If you’re a search marketer, video content isn’t a trend you can ignore. You need to adapt your SEO strategy if you’re going to thrive in this new market and capitalize on the new opportunities that video provides.

Videos as Part of SEO

How exactly do videos impact your campaign?

  • Platform-specific optimization. Google gets all the attention in SEO, but it isn’t the only search engine you can optimize for. Video-centric platforms, like YouTube, function as independent algorithms with dedicated audiences. That represents an additional ranking opportunity, and the chance to get your content in front of new audiences.
  • Onsite value. Videos are also powerful ways to improve the authority and value of your onsite pages. Integrating a video into your how-to guide, for example, can make visitors spend more time on your pages and engage with your content in more meaningful ways. Accordingly, high-quality videos could increase your onsite authority.
  • Brand reputation and links. Good videos have the potential to quickly improve your reputation as a content creator, making you visible to more people and making people appreciate your content more. That means you’ll have opportunities with more external publishers, and you could potentially attract more links to your domain.

How to Adapt Your Strategy

So what steps should the average search marketer take to adapt their SEO strategy for the future of video marketing?

  1. Create more videos. For starters, you can spend more time creating and publishing video content as part of your overall content marketing strategy. Including them onsite, as part of your articles and guides, can bolster your onsite strategy, while including them offsite can help you optimize your offsite presence. Learning to create high-quality videos isn’t as hard as it seems; you don’t need expensive equipment, nor do you need much experience (though it does help). As long as you’re focused on creating content that your viewers want to see and are converting your videos to the appropriate file formats, you should stand to gain from the efforts.
  2. Leverage multiple mediums of content. Your videos don’t have to exist exclusively in video form. In fact, if you transform your videos into multiple different formats, you can benefit from it in multiple contexts. For example, publishing your video content, then including a written transcript and a downloadable audio file can expose you to multiple audiences simultaneously, while giving Google more content to crawl.
  3. Learn to title and tag your videos appropriately. Depending on where you publish your videos, you’ll likely have the opportunity to label them with a title, a brief description, and possibly categories and tags. These are incredibly valuable for helping algorithms “understand” what your video is about, and an opportunity to captivate your audience at the same time. For example, a catchy or compelling video title will attract more clicks when you’re featured in search results, and including the right tags can ensure you come up for more searches.
  4. Take advantage of YouTube’s algorithm. Don’t optimize for YouTube the same way you’d optimize for Google (though there are some similarities to consider). Instead, learn how YouTube’s algorithm works and use strategies to capitalize on its functionality. For example, you can tweak your content to get more likes and comments or optimize your channel to get more subscribers. You can also look at how your competitors are tagging and categorizing their similar videos, and either mimic or complement those strategies.
  5. Foster a video-centric community. Finally, take the time to build and nurture a video-centric community. Engage with the people who are commenting on your videos, and reach out to people on social media to see what they think of your video content. Doing this motivates people to continue following your channel, and will attract more people to your brand at the same time. Best of all, earning more regular subscribers and viewers will increase your authority as it’s perceived by algorithms like those from Google and YouTube search.

You don’t have to include videos as part of your content creation strategy to be successful in SEO, but it certainly has the potential to improve your performance. At the very least, you should be aware of your competitors making use of videos in their strategies, and adjust your tactics to reflect the nature of this new era.

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