Today, as many as 60% of all consumers use mobile connections and apps exclusively when making purchase-based decisions. This statistic extends to restaurants, entertainment providers, telecom industries, and even auto retailers. Most experts suggest that this is partially due to the satisfaction generated by mobile devices, with 61% of people expressing their gratification of the information available on smartphones.
Smartphones give businesses the best opportunity available to get closer to their audience. There is no device out there as pervasive and personal as a smartphone, allowing you to be potentially within your customers hands at all hours of the day. According to recent studies, not only are smartphones growing more prevalent, but local searches are also showing their worth. Reports suggest that around 50% of all mobile users are likely to visit a store after conducting a local search, whereas only 34% of consumers visit a store after a computer or tablet based search.
Perhaps of even greater significance, the people who visit stores after a mobile search are also more ready to buy once they are in the store. Eighteen percent of local searches result in sales, in comparison to 7% of converting non-local searches. With this crucial marketing information in mind, businesses must consider how they might utilize the benefits of local mobile marketing for themselves. This blog will cover some of the mobile elements that could be responsible for directing more traffic – and more sales – to your local store.
1) Location-Based Product Searches: One of the best ways to encourage your target consumer into purchasing is to help them find exactly what they need, as soon as they need it. Ensuring that customers can find someone to help them is very important, but it’s equally important to make sure that help is available right at the moment when your target market needs it most. According to a study conducted by iModerate Research, 38% of smartphone users check the availability of a product through an app before visiting a store, and 70% of iPhone users utilize web browsers or apps in their purchasing journey before they enter a store.
2) Establishing Customer Loyalty: When it comes to developing your customer following and enhancing traffic to your retail store, one of the most important things you can do is focus on customer loyalty. A good initial step is to ensure that you list your company on services like Yelp, Google, and Facebook Places, but there is more to customer loyalty than simply showing your consumers you can be trusted. When you give consumers an incentive to shop with you more frequently, mention your business on social media, and check-in for new deals, the more they will appreciate your presence and engage with your brand.
According to a report recently published by Accenture, around 32% of shoppers claim that their loyalty to a retailer has increased during the last year, and 23% of that amount claimed that this was due to a new loyalty program.
3) Using Quick Response (QR) Codes: QR codes remain a relatively new concept in the world of retail. For some of us, they still appear to be largely foreign objects – boxes full of indecipherable squiggly dots and shapes. QR codes are becoming increasingly present in everyday life, however, popping up on everything from your daily bottle of water, to store window advertisements.
QR codes are useful because they direct a costumer to the information they’re most interested in. For example, if your customer sees a product they like in your store, they simply need to scan the QR code and they can learn more about the item, without having to consult an in-store assistant. You may relish the opportunity to show off your staff’s sales expertise, but not every shopper enjoys quality time with a sales assistant. A QR code gives the opportunity for consumers to do some pressure-free searching before they decide whether or not they want to buy.
4) Creating Special Events: There are a number of different apps and services that you can list your business on today in an attempt to drive more visitors to your door. With these applications, you can effectively advertise launch parties, sales and other special events to your consumer base with instant push notifications – keeping them informed wherever they are.
Remember, no matter how long your business has been running, celebrations and events can always drive foot traffic. If you also make the concept more exclusive with invitations and other exciting features, you’re encouraging your customers to feel as though they are valued members of a special club, further enhancing their engagement with your brand.
5) Develop Location-Based Games and Challenges: Creating games, treasure hunts and other events intended to engage and attract your audience can be a time-intensive and drawn-out process. Despite the extra effort required, investing in a few games with the assistance of mobile apps can enhance your consumers’ experience of your company, making them more interested in seeking out your products or services. By encouraging people to hunt for your products, or find something special in your stores, you create a level of brand awareness that delivers the fun-factor your competitors may not have.
Make a Mobile Impact
- On average, approximately 42% of all sales in-store are generated through online searches
- 91% of all U.S. adults have a cell phone today
- 4 out of 5 shoppers use smartphones to browse for products
- 70% of searches using a mobile phone lead to action online within one hour
How will you be driving mobile users to your store in the coming years? Do you think that apps are the way to go, or will you be using social media and online marketing in different ways?