Adidas, Glossier Take Mobile Marketing To New Heights With Personalization, Shoppable Video

As if further proof of the importance of a mobile-first strategy was needed, holiday 2017 demonstrated the influence of mobile as both a shopping and customer engagement channel. On Black Friday 2017, mobile generated 54.3% of visits and 36.9% of revenue, while mobile accounted for 37% of orders and 56% of visits on Cyber Monday, according to Adobe Digital Insights. These figures are fairly convincing arguments for the case that today’s digitally savvy consumers now rely on the small screen as a critically important stop in their shopping journeys.

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In-Store Mobile Could Generate A 146% Revenue Boost in 2018

Successfully deploying mobile in-store can drive up to 146% revenue growth for retailers this year, and may be a key investment decision for any retailer suffering flat or declining sales, according to a recent survey from Stratix and IHL Group.

Retailers that are deploying in-store mobile POS saw a 24% average increase in sales in 2017 over retailers who don’t implement mobility in-store, according to the survey. Additionally, mobile POS-deploying retailers that are underperforming, i.e. have flat or declining growth, saw a 100% increase in sales for 2017, and predict another 47% of growth in 2018.

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City Gear Enhances Mobile Engagement With Push Notifications

As an athletic footwear retailer selling shoes from brands such as Nike, Air Jordan and Adidas, City Gear is in a competitive market where it’s difficult to stand out, even with a customer-friendly mobile presence. To improve segmentation efforts and provide timely and relevant push notifications to consumers, City Gear selected Shopgate to develop its new mobile app.

To promote the launch, City Gear offered in-store incentives to drive traffic to the app, such as 10% off on purchases. The app garnered 17,000 downloads in the first three months and City Gear reported a 79% push notification enablement rate and a $128 average order value (AOV) per purchase. Additional benefits included:

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Study: Mobile App Transactions Jump 64% Globally In 2017

It’s clear mobile has continued to gain enormous traction in 2017, especially after the Thanksgiving weekend, with more than one third of online U.S. purchases occurring through these devices. Mobile apps are playing a big part in driving this growth, not just in the U.S. but globally: the share of in-app transactions increased 64%, rising from 28% in 2016 to 46% in 2017.

Globally, advertisers that generate transactions on all mobile environments (mobile web and in-app) see more than 50% of transactions completed on mobile.

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Retailers Get Only A ‘C’ Grade For The Mobile Shopper Journey

As consumers continue to choose mobile devices for their shopping, retailers are constantly aiming to enhance the experience — but there is still plenty of room for improvement. In fact, a report from NewStore gave the retail industry a “C” grade across the mobile customer journey.

This represents a slight improvement from the “C-” NewStore gave the industry in 2016. Here’s how the report ranked retailers’ performance in specific categories, in addition to some key statistics:

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Target Rolls Out Mobile AR For Furniture And Home Products

Target is making its next move into augmented reality (AR) with the “See It In Your Space” mobile feature, designed to display three-dimensional versions of Target products within shoppers’ homes. Target is the latest furniture retailer to integrate AR into its mobile offering, joining Wayfair, IKEA and Chairish.

The feature is currently only available with 200 “Project 62” brand home products from Target, but the retailer says it will roll AR capabilities out to hundreds more products by year end, including other Target home furnishing brands such as Threshold and Pillowfort. It plans to include “thousands” of home décor products by 2018.

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Smartphone Users Spend 7X More Time On Apps Than On Mobile Sites

Smartphone users spend more than 7X more time in native apps than on mobile browsers, and they tend to access them 13X more often, according to a survey from App Annie. This sends a clear message to retailers — if you haven’t done so already, now is the time to optimize your mobile app.

Consumers are flocking to these apps at a rapid rate. Time spent in mobile apps has nearly doubled over the past two years, with consumers spending two hours a day in apps on average. In 2021, users are anticipated to spend more than 3 trillion hours in apps globally, doubling the approximately 1.5 trillion hours spent in 2016.

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When It Matters Most, Shoppers Welcome Texts

While shoppers typically prefer to receive messages from retailers via email (especially for record-keeping), they’re warming up to text messages and push notifications. Now, 36% of shoppers prefer to receive order updates via text message, while 34% like to receive texts about customer service issues, according to a survey from Narvar.

While these shoppers are growing more comfortable the immediacy of text messages, they prefer them to be sent when the importance of the situation warrants the intrusion:

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Diane Von Furstenberg, Wolf & Badger And ColourPop Test Mobile Product Discovery

Diane von Furstenberg, Wolf & Badger and ColourPop are among 20 businesses testing the Qubit Aura beta platform, a product discovery solution designed for mobile commerce. Wolf & Badger already has increased mobile conversion rates 3.6% since implementing the platform.

The need for mobile-first product discovery comes at a time when this channel gets plenty of eyeballs but doesn’t generate corresponding rates of revenue. Qubit analyzed data across 35 fashion and cosmetics brands since January 2017 and noted that mobile still has a way to go to catch up to its desktop counterpart:

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Cargo Mobile Vending Machines Serve On-The-Go Uber, Lyft Riders

Ridesharing platforms such as Uber and Lyft have become major disruptors in public transportation, and one company wants to leverage their popularity to offer passengers products such as phone chargers, beauty products and M&Ms while in transit.

Cargo Systems recently launched Cargo in New York and Boston. The company has access to Uber’s Driver API and gives preferred access to drivers who sign up using their Uber profile. Drivers in other ridesharing programs such as Lyft can join as well.

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