The Most Important Elements of In-App Shopping

By factoring in product discovery, customer service, deals, returns and more, retailers are optimizing the way people shop and making it easier for them to buy from their mobile devices. In fact, InMobi data shows that 62 percent said they would be browsing and buying gifts from mobile this year. And among those who will be using mobile to buy this holiday season, 76 percent prefer apps.

So, how can brands develop effective mobile ad campaigns that drive sales — in both the short term and the long term? Based on our work with retailers across the globe, we’ve determined that these are the most important elements of in-app shopping that retailers should consider:

• Mobile is increasingly the key point of purchase. Not only is mobile in-app advertising table stakes going forward, but it’s also critical for retailers to invest in both their own mobile apps as well as popular third-party retail apps. In fact, there should be a sense of urgency towards getting first-party apps up to par. According to Comscore, mobile commerce is growing at a rate three times that of desktop e-commerce, with mobile now the preferred digital buying platform for purchasing baby items, apparel, food, pet supplies and so much more. By investing in and promoting their own app, retail brands can make sure they're capturing these direct sales while also gaining valuable consumer insights and a direct line of communication with their most loyal fans.
• Mobile’s target audience in retail includes older millennials, Gen X and parents. For retailers, it’s critical that they target their best audiences this holiday shopping season. Older millennials, Gen X and parents represent particularly rich target audiences for retail brands. According to a recent survey InMobi conducted, 71 percent of those between 36 and 45 said they would be buying and browsing on mobile this holiday season. Furthermore, 69 percent of parents with younger kids said they would be both browsing and buying from mobile this year.
• Choosing the right ad format and creative call to action matters, especially when it comes to mobile. Retailers need to make sure they're investing in the right kinds of ad creatives for their target audience, and that their ads are showing up in the right kinds of apps. For one, the wide diversity of the app landscape ensures that any kind of audience can be reached in app, from the majority female audience that gaming apps have to the millennials that are flocking to video streaming apps — and everyone in between. Our research shows that video ads and native represent the most noticed ad formats, and when combined with the right call to action based upon the consumers retailers are trying to reach, they can substantially drive performance.
• Expect increasing sales of clothing and electronics from m-commerce. Many of the top-spending categories are marquee items which consumers typically don’t buy on a whim. Retailers with offerings in these categories should ensure they have quality mobile shopping channels established.

This holiday shopping season will be wholly unique due to COVID-19. This environment is fueling e-commerce growth, creating an even more competitive environment for retailers this holiday season. By embracing apps and in-app advertising, retailers can be sure they're reaching their best audiences and providing them with the information and shopping options to ensure a successful holiday season for retailers and consumers alike.

Greg Archibald is senior vice president, media, North America at InMobi, a mobile data and technology platform provider that helps global brands understand and engage connected consumers.