Web Clicks : Preparing for the Mobile-Enabled Shopper

Mobile Shopping Apps Are Coming Fast and Furious

October 2011 By Michael McEnaney

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Building brand recognition and redefining how you communicate with your customers in these technology-crazed times are no longer simply interesting questions to ponder if you’re a retailer. The answers may very well determine your survival.

While many still speculate that figuring out how to handle the mobile-enabled shopper is merely worrying about an emerging trend, it is truly a trend that retailers need to begin taking seriously now. Upcoming generations are turning to their mobile devices for coupons, specific product information, brand comparisons and more. Simply stated, mobile applications for smartphones are poised to be the future for retailer communications with shoppers.

This technology is becoming a virtual extension of the shelf edge and a vitally important component of retail marketing plans. The information from survey after survey we see is more telling than ever.

A recently published Deloitte survey confirms that close to 60% of consumers already feel they would be interested in receiving a coupon on their phone. Indeed, many shoppers already use mobile technology as part of their shopping, and the sooner retailers begin looking for ways to incorporate this medium into their broader marketing communication plans, the sooner they will begin capturing those shoppers and reaping the benefits.

“The waiting-it-out period is over. Retailers of all kinds should begin integrating the use of mobile technology across all their marketing platforms. It’s about delivering a consistent and relevant shopper message that encourages loyalty and results in increased revenue,” explained Lauren Sosik, a veteran retail analyst.

While it’s fair to say returns have been mixed for many with regard to all the attention many retailers have focused on building a presence and communicating with customers online, the mobile web is about putting brand promotion directly into the shopper’s hand.

Think about it: downloadable information could contain weekly specials, new product arrivals targeted toward specific customers, weekly shooting tips and in-store print/photo gift promotions. Add to this the fact that smartphone apps can be (and many already have been) developed to deliver a shopper’s history in your store directly to them to aid in putting together a shopping list for your location on their next visit. You can time this app during a specific promotion that might interest the customer based on a recent purchase they made: they just bought a new DSLR; well a few weeks later might be a good time to let them know about new lenses, media, bags, etc., that just came in or went on sale.

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