In the mobile industry, it’s not only important to stay up to date with trends and developments, but also to know how to reap the benefits of the constantly changing mobile landscape. Last year, consumers spent 27% of their time in mobile retail apps.
So what terms, as a retail marketer, should you know to get the buy-in from your developers and executives alike? Here are 5 mobile terms you should know in developing a marketing strategy:
1) Responsive Web vs Native App
Responsive web design automatically generates a page that is responsive to the device the content is being viewed on instead of building a separate, distinct website for each specific device. Responsive design exists in complement to a native app, which is built to work optimally with a particular operating system – (i.e. iOS (Apple), Android or Windows 8). While a native app will cater to your most loyal customer base, a responsive website is a necessary baseline for any business. Having both is recommended to capture and keep the attention of your entire mobile audience.
Personalization is creating a customized and relevant experience for each customer both online and in-store. Delivering a personalized experience takes little effort with the right technology. A few key things progressive retailers are doing include:
Using beacon technology to welcome customers via push notification upon entering a store
Creating a convenient, seamless omni-channel experience with synchronized accounts across all channels (one single view of shopping cart, whether the customer accesses the brand via phone, tablet, desktop, etc.)
Using location-based analytics to direct customers to the areas of the store that best match their recent or frequent purchase behavior
3) Frictionless Customer Experience
Creating a frictionless customer experience means that your mobile web or mobile app creates an experience that is relevant, personal, has value and is trustworthy. It means minimizing any element that is confusing, distracting or causes stress for the user which will ultimately result in abandoning your mobile website or mobile app. Frictionless is a term also used when an app turns on when the customer enters a store with beacon technology, as the brand is able to harness the attention of a distracted and passive customer “without friction.”
A conversion happens when your mobile site or app visitor completes the goal of your strategy, such as using a promotional coupon or making a purchase. To minimize the number of abandoned mobile shopping carts or unredeemed coupons, retailers should consider positioning mobile offers in tandem with web shopping to create a consistent experience across all platforms.
5) Consumer Consent
Consumer consent is allowing a customer to explicitly opt-in or opt-out, and is crucial for any customer-minded retailer to maintain successful engagement. Giving the customer the right to consent to being tracked or marketed to adds an important layer of trust to the consumer-retailer relationship. This builds brand loyalty and results in increased revenue, cart size and return rate.