Bryce Marshall, Director of Strategic Services at Knotice (publisher of Harnessing the Power of the Mobile Web), suggests three ways to meet shoppers' needs on the Mobile Marketing Assoc. Website:
Deliver the best of online… to on-the-go consumers
Many consumers use mobile devices to search for information or make purchases while they are on-the-go. They want smaller and smoother interactions. The mobile Web allows a shopper to buy or start processing a purchase decision immediately.
Deliver the best of online… at the point-of-retail
Motorola released a study recently indicating 51 percent of retail shoppers around the globe used their mobile devices in some capacity to help make a buying decisions. Consumers want the kind of specific and detailed information they find online – like user reviews and discounts – to help make informed purchase decisions. Shoppers intuitively know this information is available, but not accessible in a traditional retail setting. This content should help shoppers make informed buying decisions at retail, and that is possible with the mobile Web.
Deliver the best of online to make retail portable
Many consumers use the traditional Web to research products, or create a shopping/wish list, intending to buy at a retail store, i.e. they are using online tools but not online buying. Marketers can embrace this online-to-offline migration by creating mobile solutions that combine virtual and physical experiences in a consumer-centric mashup. For instance, allow online browsers to create a mobile cart or shopping list, then forwarded it to their mobile device via SMS. The message should contain a link to the personalized mobile shopping list where shoppers can quickly reference product information, SKUs, pricing, and store location information. All of this ensures a seamless and profitable multi-channel retail experience, with the mobile Web acting as the glue.
If you can deliver these experiences on the mobile Web, your shoppers will be grateful and you will be more profitable.