3 Tips for Mobile Readiness This Holiday Season
With the holidays just around the corner, online retailers must be well-equipped to support and engage the abundance of holiday shoppers. Along with a projected increase in online sales from last year, retailers need to be prepared for an increase in mobile shoppers who are ready to begin their holiday bargain hunting. With this in mind, I've compiled a few tips for companies looking to create a winning mobile engagement strategy this holiday season.
1. Deliver a mobile-optimized shopping experience. Mobile browsing is no longer just supplemental to sales; it's becoming a shopping avenue in its own right. In fact, one in four consumers today engages in online shopping only via mobile. Therefore, it's important that brands make it a priority to provide consumers with a positive mobile experience, especially with the uptick in spending just around the corner.
Consumers seek a one-of-a-kind experience on their mobile devices, different from their PC or in-store. A mobile site needs to be simple and efficient so on-the-go users can find what they need and be on their way. If your mobile site is a replica of your desktop site, you'll likely lose potential mobile customers who are often impatient when it comes to navigating and scrolling a wonky site. Visitors will leave if they can't easily and quickly access the information they're looking for. It's critical that content is highly relevant and easy to navigate so visitors are less tempted to abandon your site and move on to their next activity.
2. Personalize, personalize, personalize. Personalization is key for mobile users because they're less likely to wait, go the extra click or browse extensively in comparison to the in-store or PC counterparts. The first step in personalizing the mobile experience lies in curation. By examining consumer and behavioral data, you gain a better understanding of what your on-the-go customers are looking for. That insight will help you curate the content that needs to be front and center.
Grant Miller is vice president, global strategic product management, at Pitney Bowes where he manages four distinct product families in the company’s global production mail business for enterprise-level clients. Grant holds a Bachelor’s of Science in Mechanical Engineering from Purdue University and an MBA from Butler University. For more information, please visit www.pitneybowes.com