Born between 1979 and 1996, Millennials are the largest defined generation, accounting for nearly one quarter of the US population. That’s approximately 78 million Millennials… and there have been nearly as many articles published about this highly discussed demographic. So why do I feel another is needed?
In Summer 2017, Tillys teamed up with GPShopper to relaunch its mobile app. The buzz surrounding the relaunch was massive thanks to a scavenger hunt that utilized augmented reality (AR) to encourage consumers — particularly young ones — to engage with the brand.
The retailer joined forces with YouTube influencer Shonduras on a back-to-school campaign. The goal? To boost in-store traffic by combining AR, social media, influencer marketing and gamification through digital elements. Shonduras, who has more than 1 million subscribers on YouTube, hosted the contest and provided in-app hints to participants about where they could find and collect virtual coins in-store.
The campaign demonstrated how retailers can use smartphone technology to draw consumers into stores, motivating offline behavior with an online initiative and bridging the digital and physical shopping experience.
Mobile commerce is propelling retail sales forward in a way that's shifting how Magento etailers should think about their business. Chain Store Age recently reported that by 2020, mobile retail sales will hit 48.5% of ecommerce sales and will account for $250 billion in revenue. With this consumer shift comes an incredible opportunity for ecommerce savvy retailers to make it easier for consumers to shop their brand. It's great to have a mobile responsive site - but to make the most your etailing business, investing in a mobile commerce strategy is the way to go. Here's what you need to know:
1. Native Is Better
It's not enough to just have a mobile presence; retailers need native mobile commerce to see the true benefits that a mobile app can bring. Native apps run 5 times faster than mobile sites and enable an on brand, better user experience as a result. People view 4.6 more products on average in a native app compared to the mobile web and convert to purchase 3x more. If you want to boost numbers even more - add loyalty to the app to increase revenue by up to 20 percent.
The key here is you want the path to purchase and checkout to be as smooth and seamless as possible. You don't want to bounce the customer off the mobile app and onto mobile web to complete the transaction. If you do that, you'll lose the sale and just frustrate consumers that have come to expect immediacy and convenience from their mobile experiences.
An added bonus from having a native mcommerce app is that it gives retailers the chance to send push notifications at the right time to consumers. This is important because push notifications have been proven to lift sales....how?
It’s no longer enough to personalize beauty products with a shopper’s name or favorite color. Today’s consumers are seeking out brands that allow them to customize everything about a product, down to its formulation.
To satisfy this, a crop of brands across the cosmetics, hair-care and skin-care categories have popped up in the last few years to offer bespoke products, and the trend shows no signs of slowing down. A report last year from GlobalData found that a growing number of consumers, then at 61 percent, found the concept highly appealing.
“The push toward customization is linked closely to the beauty space’s desire to appeal to a diverse and global clientele,” said Maya Mikhailov, CMO and co-founder of retail app developer GPShopper. “Standards of beauty are shifting from traditional norms, and consumers are increasingly demanding beauty products that not only offer more choice, but also help them express their individuality.”
Salesforce recently certified the first and only direct mobile integration into their Open Commerce API (OCAPI) with GPShopper. This strengthened partnership allows retailers to extend the benefits of their ecommerce site to mobile, to further engage with customers.
With the direct integration, retailers are now able to take advantage of added benefits previously unavailable to them, such as:
- Real Time Data Updates: unlike a cartridge that's constantly having to pull in data causing roll outs to take a little longer, the open commerce API makes it possible to call data in real time. Any updates now made to your ecommerce site will be reflected within 15 minutes on the app - promoting new revenue opportunities.
- Speed to Market: with the certified integration, Salesforce Commerce Cloud clients can now launch a mobile app to market in unprecedented time.
- Scalable & Secure: the integration allows for a more stable app for enhanced performance and native mobile app and experience.
- No Cartridge Install Required: with the open commerce API, GPShopper just has to 'plug in' for you to see mobile benefits.
- OCAPI Certified Integration : direct certified integration of GPShopper's SDK with Salesforce Commerce Cloud's OCAPI. The full API integration is the best technical solution for SFCC clients.