Put mobile tools in the hands of store associates, create the endless aisle, enable self-serve, and deliver effective digital messaging.
Retailers spend most of their budget and energy on the in-store experience. It only makes sense - upwards of 95 percent of revenue is generated inside the brick-and-mortar stores. However:
Further complicating or enhancing the equation, depending on your perspective, is the influence of mobile. No one has summed up the impact better than Gibu Thomas, senior vice president of mobile and digital at Walmart, who was just named Mobile Retailer of the Year by Mobile Commerce Daily.
"Almost every facet of our lives has been transformed by a smartphone, but when you walk into a store…your shopping experience is still very much what it was 10 or 20 years ago," said Thomas. “The possibility of mobile bringing the Web to the store is incredibly disruptive. Ecommerce brought the store to the Web and mobile brings the Web to the store. Our biggest opportunity in mobile is to drive offline-influenced retail sales with these capabilities, making it easier for our customers to shop with us," he said.
Mobile sets the stage to integrate and create synergy among experiences on- and offline. As Vibes opines in its Mobile Consumer Survey, "A major factor driving consumers to research a product from their mobile phone while still in-store is simply to feel better about their purchase." Here are four ways to do just that.
As Gibu Thomas noted, bringing the web to the store is incredibly disruptive. Make it disrupt your customer experience in the best possible way.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
Melinda Krueger is a senior marketing consultant with ExactTarget and a digital marketing veteran – starting with direct, moving to interactive, specializing in e-mail, and now charting a course for mobile marketing. Working with the best agencies in the business, she has helped Harley-Davidson, Miller Brewing, Sears/Kmart, CDW, and many others build their interactive marketing programs. Melinda holds an MBA from Marquette University and is a highly-rated speaker for professional organizations and business schools. As the Email Diva, Melinda answered questions on all aspects of the practice. Your questions about mobile are welcome!
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT
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1:00pm ET/10:00am PT