As customers shift more from in-shop to on-line e-store, it is more important than ever to master mobile and on-line channels of communication. In the United Kingdom, two out of three adults own a smartphone, some checking it 150 times a day.
“Two-thirds of smartphone and tablet users say mobile has meaningfully changed the way they shop, with more than a third of them visiting fewer brick-and-mortar shops, a number that only seems set to rise” says a McKinsey report.
The widespread use of smartphones and tablets has become both a blessing and a curse for retailers. Mobile shoppers want instant access to information. When prospective customers use their phones inside a shop or en route, they are not interested in doing intensive research, they are ready to buy. Although price is important, other factors such as the in-shop experience and convenience continue to play major roles in purchasing decisions. After all, is it really worth driving to another shop across town or waiting for a delivery to save a few of pounds. Mobile has enable consumers to become savvier shoppers.
Shop owners should stop and ask what is really important to their customers? There is no perfect mobile strategy McKinsey notes consumers want a fast, easy, enjoyable shopping experience. McKinsey research supports that
“Few mobile shoppers are actively looking for “bells and whistles,” such as video, expert opinions, or magazine-style articles, they want clean, mobile-optimized sites with easy-to-read pages that load quickly, easy-to-use shopping carts, and smooth checkouts.”
Shopper’s need more payment options than Paypal, many shopper bounce off at the payment stage as they may not have a Paypal account or remember the password and do not realise they can pay on their credit card within the Paypal account, so make it easy!
There are two metric that account for a positive digital marketing return on investment (ROI):
1. Bringing more visitors to your shop/e-store.
2. Converting more visitors who show up at your shop/e-store.
It is important to remember that while setting these metric you want quality rather than quantity. You could have a long list and many of interaction and visitors to your shop/e-store, in fact, you convert very few into sales. It is better to have a small or focused list, less interactions and more sales, if sales is a measurement of ROI. Your analytic measure may identify that you are targeting the wrong audience, with unengaging content or information at the wrong stage of the buying cycle. This is why A/B testing is critical to getting the best return on your marketing investment.
If you engage at the critical moment when your customers are ready to buy, the conversion rate is higher in your e-store so you measure what matters to get the required results. Your key performance indicators are linked to your business goals. There are so many apps and tools that help you measure ROI such as:
• Hubspot’s Marketing Grader that gives a report on how your website is marketing online, my website quality is 71/100 good with room for improvement.
• You can measure your personal influence with Klout, my score is 67-70 a social powerhouse.
• Social media platform like Buffer and Hootsuite that manage many account like Twitter, Linkedin, Facebook etc in one dashboard.
• Sproutsocial tracks and measure your social, conversations and interactions.
An example of a retailer that revolutionised the way their customer could buy aligning offline and on-line channels from American Express small Business open forum:
Eyeglasses seller Warby Parker offers a ‘Home Try-On Program’ that lets prospective customers pick up to five pairs of glasses shipped in a box to their home for free. Shoppers can try the glasses for up to five days and return any they do not like free of charge.
As customers shift more from high street shop and offline to online and e-store, it’s more important than ever that business owners are able to manage and master online channels and to understand how technology can be used to communicate, attract, engage, educate and convert their customers. Embracing how a digital business can enhance the customer experience and gets offline to compliments and support the online channels. Aligning your omni-channel experience creates competitive advantage and is vital to business growth.