Leveraging Mobile to Ring in the Holiday Shopping Season
2. Not all mobile devices are created equal. Retailers need to play close attention to their mobile experience across different device types and operating systems, then focus their investments in site optimization, mobile apps and analytics. Mobile customer experiences are difficult to master with the diversity of screen sizes across smartphones and tables, not to mention navigating the complexity of apps vs. mobile optimized websites. Therefore, retailers need to be prepared.
3. Leverage mobile analytics. Having mobile analytics data is key in helping retailers make the most of their mobile opportunities come November. Analytics not only provide retailers with the insight needed to understand their customers’ traffic patterns, but they can be leveraged qualitatively for a deeper dive into user behavior and feedback. With that knowledge, retailers can identify users’ struggles, improve site navigation and provide useful content (e.g., how-to guides) to drive visitors to purchase.
4. Personalize mobile messages. Just leveraging mobile to share content isn't enough. Consumers’ attention spans are at an all-time low and retailers struggle to engage cart abandoners. Delivering personalized, relevant and timely mobile messages is crucial to ensure you're engaging with your customers in a meaningful way and optimizing checkouts.
The competition among retailers is tough, especially during the holiday season, but differentiating yourself means more than just extended store hours. By preparing now to deliver an engaging and personalized mobile experience during the holiday shopping season, retailers will position themselves to generate loyal, high-value customers for the holidays and beyond.
Jay Henderson is the strategy director of IBM Smarter Commerce, a provider of consulting and solutions to help companies rethink value in the age of the empowered customer.