In an age where consumers spend more time on mobile than any other form of media, mobile marketing strategy is playing an increasingly important role in retailers’ overall plans. This is especially true now given that nearly half of consumer mobile app usage has increased during the pandemic, according to a recent survey by Broadridge Financial Solutions.
As consumers continue to rely on their mobile devices throughout their shopping journey, retailers are investing heavily in apps like shopping list platforms to engage with users and include this imperative channel. in their marketing mix.
However, the challenges of mobile marketing can sometimes be overwhelming, especially when it comes to making the right choice about where and when to spend their mobile marketing dollars to effectively reach customers. Retailers also want to ensure they are getting the most ROI from their mobile apps, making it essential that they deliver experiences that further influence conversion.
That’s why it’s essential to understand the four common mistakes that many retailers make with their mobile marketing strategy, and how to fix them with deliberate and engaging approaches.
The app is the only part of your mobile marketing strategy
Yes, apps are a valuable way to engage shoppers on their mobile device. However, simply publishing an app is not enough to capture consumer intent and justify the amount of investment required. Consumers expect a seamless omnichannel experience throughout the purchase journey, including the mobile touchpoint. In fact, 84% of consumers expect companies to make it easier for them to interact across print, digital and other channels.
To reach a wide range of buyers and encourage downloads and engagement, marketers should include app promotion across all channels including social media, in-store signage, receipts, promotions weekly and more. Target does this well by reminding consumers across all channels of the rewarding shopping experience they can get by downloading the app, such as easy access to Target’s Circle offers, weekly ad notifications, and item availability.
You should also diversify your mobile marketing investment into other industry-relevant mobile apps with a wider audience, such as those for shopping lists, productivity, recipes, and lifestyle. By including these apps in your mobile marketing mix in addition to your own mobile platform, you can create a strategy that reaches a large, highly contextual and mobile-savvy audience.
Limit in-store promotions to physical displays
Traditionally, retailers interacted with shoppers in-store through physical displays, positioning of products on shelves, and attractive visual signage for pricing. Retailers can go the extra mile by making mobile a go-to for shoppers, especially since 80% of shoppers look at their phone while browsing the aisles.
Imagine that Sally is a mom who goes to the store once a week. She uses her favorite mobile grocery list app for all the items she needs for this week’s meals. At the store, she uses the app to check items. Looking for her daughter’s favorite brand of cereal, she receives an alert for an in-store promotional offer to try a new brand of milk to go with it. By having access to critical listings, first-party data, and understanding what drives Sally’s purchasing decisions, you can create a data-driven connection right on her mobile device.
Forgetting to promote private label
Private label products drive profits for retailers, with year-over-year sales growth of 13.7% in 2020 compared to 12.9% in 2019, according to the recent Coresight Research report.
To ensure that consumers place these items in their shopping cart, you need to include private label promotion in your mobile marketing strategy. This could mean implementing an add-to-list promotion that places private label products on shoppers’ digital grocery lists. This helps you reach the right buyer at the right time, targeting consumers in the middle or bottom of the funnel when interacting with a product category. This helps you increase brand awareness, understand consumer purchase intent, and increase private label sales and overall bottom line.
Not keeping user experience (UX) in mind
Retailers often make the mistake of simply copying and transferring their desktop or web experience to their mobile app. If the site is not optimized for mobile, it hurts the user experience, leading to frustrated customers and abandoned carts.
According to a survey conducted by FullStory, 65% of consumers trust a company less when they encounter a problem with a website or mobile application. Therefore, their experience with a retailer’s promotional content can negatively impact how they feel about and perceive their products.
Retailers who don’t create a useful, productive, mobile-first mobile experience are missing out on a huge opportunity to engage consumers in a meaningful way. Retailers who prioritize the user experience and make the app mobile, easy to navigate, intentional, and on-brand will appeal to consumers.
A strong mobile strategy will beat the competition
Consumer expectations for a seamless omnichannel customer journey mean you need to use mobile channels in a way that drives conversions and sales. Retailers large and small have already committed to making mobile marketing a key priority in their overall mix. By carefully examining your current mobile strategy, you can look for pitfalls that hinder sales and find new ways to harness the power of mobile to engage with consumers as they shop.
Molly McFarland is the founder and CRO of AnnouncementAdapted