Maya Mikhailov

Recent Posts

Huffington Post: No More Door Busters

Posted by Maya Mikhailov on Nov 23, 2016 1:13:11 PM

Article in Huffington Post
Written by Maya Mikhailov

Americans are more likely to be hitting the snooze button this Friday than getting up and in line for Black Friday door busters. The 71 percent of consumers sleeping with their smartphones under their pillow don’t need to go any further than the breakfast table for a good deal this year. Why go to the mall when they can go to their mobile devices for all their holiday sales needs?

The holiday shopping season is about to officially kick off and most consumers aren’t even going to wait until their Thanksgiving meals are over to tap into all the promotions lighting up their smartphones. Instead of door busters, they’re going to be looking for screen busters. In fact, in 2015, GPShopper’s clients saw a 241 percent increase in visits to their app and a nearly 400 percent revenue increase on Thanksgiving Day. After a year of steady mobile retail growth in general, it’s hard to ignore this shifting trend that favors phones over physical stores on what has become the biggest shopping day of the year.

Smart retailers aren’t glazing over this evolving trend either. In fact, they’re shifting their strategies to match consumer behavior, knowing the opportunity to reach shoppers now lies with Thanksgiving day itself rather than Black Friday and officially embracing the earlier start to the shopping season.

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Topics: Mobile Marketing, Press, Mobile Apps, Push Notifications, Loyalty, Location-Based Marketing, Market Research, Mobile Commerce, In-Store Mobile, Benchmarks & Statistics, Omnichannel Retail, Best Practices, Holiday Season

QUARTZ:  To Compete with Online Shopping, Retailers Must Embrace Minimalism

Posted by Maya Mikhailov on Oct 27, 2016 10:00:00 AM

Article in Quartz
Written by Maya Mikhailov

Retail has an oversupply problem. For a long time, American consumers wanted more and more, so retailers obliged by expanding stores and product stock. But in order to thrive in this new shopping climate, retailers need to embrace the strategy of less is more.

Turn your store into a brand experience

America has 70% more retail space per capita than Canada, and more than six times that of Europe. That’s about 2,375 square feet per 100 people—23 square feet per person dedicated to your personal shopping whims!

But in the internet age, the reality is that no one needs that much retail space anymore (or if they ever needed 23 square feet each in the first place).

The role of physical stores has changed in the consumer psyche. Shoppers are rewarding nimble digital-first brands, such as Everlane, which practices “radical transparency” in product manufacturing and pricing. They clearly explain how the supply chain works to their customers and where margins are made. Another example is the seasonal Shoe Park in New York City, where customers trade their shoes at the door for a pair from the new collection. They can take the shoes for a test stroll through an indoor park, while enjoying Blue Bottle Coffee and Glossier’s cult-status makeup.

These new models are showing traditional retailers that a physical store should be an extension of the brand story, not a warehouse. In this way, the in-store experience isn’t dead; it’s just returning to its roots as retail theater.

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Topics: Mobile Marketing, Press, Mobile Apps, Location-Based Marketing, Market Research, In-Store Mobile, Omnichannel Retail, Apparel Retail, Beauty Retail

Don't Snooze Through This...Scale and Security Matter for Mobile Success

Posted by Maya Mikhailov on Feb 16, 2016 9:30:00 AM

This is the last in a four-part series helping retailers plan their 2016 mobile strategy. Read the preceding posts, "Mobile was Huge for Holiday 2015... Now What?""If They Cannot Search for You, They Will Find Another", and "Stop Measuring Mobile Incorrectly."

Making an app well-designed and usable is just the tip of the iceberg of mobile application strategy. Under the surface is performance, security and reliability. There were some notable and very public crashes this holiday season from omnichannel retailers. But even those that didn’t black-out saw significant increases in traffic and a slowdown of their digital properties. In mobility, handling app scale can involve different strategies from mobile web scale. Apps can take advantage of even more local device caching. However, on the flip side, they can also generate a lot more load - even on a smaller user base. 

Security is another issue that often takes a back seat to app design. As apps become a bigger player in commerce, application security must be included in the conversation. Although apps have natural defenses against certain types of attacks, they are not immune to malicious players.

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Topics: Mobile Marketing, Mobile Apps, Best Practices

Stop Measuring Mobile Incorrectly – It’s Conversion Per VisitOR, Not Conversion Per Visit

Posted by Maya Mikhailov on Feb 9, 2016 9:30:00 AM

This is the third in a four-part series helping retailers plan their 2016 mobile strategy. Read the preceding posts,"Mobile was Huge for Holiday 2015... Now What?" and "If They Cannot Search for You, They Will Find Another."

Yes, people on mobile devices browse a lot. Why is this a bad thing? Cross-device shopping is the new normal for a majority of consumers. Google found that mobile is an important tool through the purchase cycle with 41% using mobile devices at the start of their research process, 61% in the middle and 19% at the end. In certain categories such as apparel, over 65% of research starts on the mobile device.

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Topics: Mobile Marketing, Mobile Apps, Loyalty, Market Research, Mobile Commerce, In-Store Mobile, Benchmarks & Statistics, Omnichannel Retail, Best Practices

If They Cannot SEARCH for You, They Will FIND Another.

Posted by Maya Mikhailov on Feb 2, 2016 8:30:00 AM

This is the second in a four-part series helping retailers plan their 2016 mobile strategy. Read the first part of this series, "Mobile was Huge for Holiday 2015... Now What?"

Search and discovery are not just important for your web properties, but for your mobile ones as well. Playing the app game now has the same rules as web search – know your SEO and optimize for maximum discovery. This applies to both how the apps are found and what content is in them.

However, what is commonly overlooked is that desktop search visibility may differ from mobile search visibility, and having a strategy for the former does not give you guaranteed results for the latter. Know how your mobile web properties may compare and make sure all relevant content pages are mobile-optimized. That might be easier with an overall responsive template vs an adaptive strategy for mobile web.

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The only mobile commerce platform offering commerce and loyalty integrations, unlimited push notifications, beacons and mobile payments, backed by a full CMS and multi-channel analytics. 
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