Digital transactions conducted through mobile devices are increasing and becoming more critical, which is why this article on the principles of effective mobile customer engagement is essential for your business.
Recent studies reveal that internet shopping has surpassed traditional methods of purchase (such as stores and catalogs) to become the most popular option. In addition, 77% of those who own smartphones have used them to shop, and 40% have purchased them using their phones. For today’s youth, that figure soars beyond 60%. Internet shopping, especially mobile online buying, is revolutionizing the retail landscape for many people.
Online purchasing results in far better consumer satisfaction than brick-and-mortar establishments do by roughly 25%. Despite the smaller screen and more limited keypad, mobile shopping still has a better satisfaction rate than buying in physical stores. Most consumers, however, prefer to make at least some purchases in physical stores, especially if they care about details like the look, feel, size, color, and availability of an item before making their purchase.
The challenge this raises is how brick-and-mortar retailers can better serve their customers by combining the advantages of online and mobile purchasing with those of traditional brick-and-mortar stores.
People believe they may gain several advantages by shopping online, whether on a desktop computer or a mobile device.
- Costs that are reduced (particularly from marketplaces and via online search)
- Getting an idea of costs
- More items and alternatives to choose from
- Evaluations of Products
- Cooperation in a group
- Cost-free or low-cost transport
- Notification and monitoring of sent packages
There are other, maybe more subjective, advantages to buying things at a store, such as:
- The thrill of the hunt for discounts
- Getting information/guidance from the store clerk
- See, touch, try, and evaluate the real deal
- Idea and opportunity collection
- Product Availability Right Now
Providing in-store customers access to internet devices, whether they bring their own or use those provided by the store, can significantly increase the value of the store visit and the customers’ happiness with the brand. However, the converse is true if the implementation is subpar or the procedures aren’t optimized. Companies may lose potential order value if clients aren’t recognized and engaged before they reach the checkout page. Customer happiness will plummet if you staff the shop with people who don’t know how to use modern digital technology. Frustration will arise if technology is supported but stock cannot be located.
Seven tried-and-true methods for assisting and exciting customers in-store with the help of the internet and mobile devices.
You should at least make sure your website is mobile-friendly. These days, consumers expect a consistent experience across all channels. It’s unacceptable for employees to get conflicting information while using several devices, such as a PC, a mobile phone, and a tablet.
Ideally, shops would be impartial about the method of payment used by their customers as long as the experience was consistent across all channels. If clients may choose between using a stationary or portable point-of-sale terminal, a kiosk, or their mobile phone, staff can be better distributed.
One might raise customers’ average order value if they are asked to sign in upon entering the business. “Consumer identification and personalization not only enhances the entire customer experience but also enables new engagement possibilities,” writes Boston Retail Partners in their latest study on customer experience and unified commerce. Customers will only engage in self-identification if they see some benefit. For instance, to acquire:
- Provision of individualized advertisements
- Have the option to see stock levels and place orders at any store.
- Promotional materials for events and products
- Payment and refund processing in a digital environment
- Technology-enabled customer interactions (such as beacons)
A QR code or text message with instructions like “Text this number to claim your customized discount” or “Click this QBR code to self-identify” are two examples of the kinds of offers that encourage customers to “self-identify.” Existing customers are the primary app audience, yet adoption rates are low. Less invasive methods include those that use mobile phones’ capabilities (such as texting or the camera). Each option is viable. With the latter, reducing the number of needed keystrokes wherever possible is preferable, especially while gathering identifying or contact information. Users are more likely to give up if they wait too long to submit their data.
Companies should double-check the customer’s identity and contact details as soon as possible to rule out any errors. A consumer’s current contact number or email address allows for immediate delivery of customized communications. It also allows instant access to client information that firms can utilize to tailor communications and promotions in real-time. (We are glad to have you back. When did you last come by?” “Today, we have ABC on sale, and your discount is X percent.”)
In order to increase sales, personalization is what you need to focus on. Consider using lifestyle, demographic, and psychographic data to complement purchasing data. Offering discounts and other incentives to customers based on their birthday, whether they bought a home, boat, or automobile, or if they consistently buy name-brand items may significantly influence sales.
Retailers have several challenges, the most pressing of which is maintaining an accurate inventory system and adequately managing and educating their employees. As product turnover remains high in retail, educating staff is not always worthwhile. Training people to use technology more effectively will improve output. Salespeople need to have access to the same, if not more, customer data as mobile customers. Each employee has to be able to move freely about the shop to serve customers better and prevent unnecessary queues. If they are well-versed in the subject matter, they can assist the buyer in overcoming obstacles and spotting any crucial details the latter may have overlooked. They’ll be able to provide better service to customers by proactively greeting them, offering suggestions based on those purchases, updating customer accounts with minimal details (such as a zip code, the first few digits of a street address, or an apartment number), and placing online orders for those customers who are too busy.
The rise of mobile commerce has the potential to revolutionize the retail industry. It will benefit merchants who are quick on their feet and hurt those who aren’t. Visit Email Oversight for more articles on improving your company’s data. This website has the solutions to all of your data and marketing issues.