A Mobile Apps Case Study
Today I stumbled upon this typical, and rather exciting scenario of how the effective use of mobile apps within your store can increase your sales and create the opportunity for long lasting customers relationships.
More and more people are using their cell phones while they are in a store shopping. Here are just a few snippets of interesting survey findings about consumers using mobile smartphones when they shop:
- 73 percent of consumers say they have used their mobile phone in a store (Source:Interactive Advertising Bureau, 2012)
- 66% of US smartphone owners use their phone to aid in shopping (Source: Leo J. Shapiro and Associates, 2012)
- 64% of affluent app users say they view brands with mobile apps more favorably (Source: Luxury Institute, 2012)
Smaller businesses which ignore these facts do so at their own peril. Mobile apps are very engaging to consumers, young and old alike. Shopping is now totally consumer driven by those who use their mobile phones and has become almost a daily life game for some, especially where product is the offer.
The scenario below is spot on with its timed account of the lady named Jo who goes shopping with her smartphone. This is from a site named, “The Mobile Retail Blog”.
In-Store Mobile: A Game Changer
by: Hillary Prey, Marketing Communications
Imagine the following use case…
A woman named Jo visits a local retail store with her iPhone in hand.
3:30 p.m. – When Jo gets to the store, there is a sign offering a store discount for those who download the store’s mobile phone app. She downloads the app to her iPhone and gets a push notification asking her if she wants to check-in to the store. Once checked in, Jo sees a list of all current store promotions running on a screen in the retailer’s app. She picks through and saves all relevant offers to an offer wallet within the app. She is particularly excited about an offer for 15% off all glassware.
3:35 p.m. – Jo arrives in the Glassware aisle. She uses the retailer’s app to scan the barcode of a set of Riedel Vinum Bordeaux Wine Glasses she has been eyeing for months. The app pulls up the glasses’ product page with additional details and consumer ratings and reviews. She sees they have received 5 stars and reads that while they are fragile, there is no better glass to enjoy fine wine. She adds them to her cart.
3:45 p.m. – Jo passes by a demo station offering various wines for sample. She browses through them and picks one from her favorite region in France. She likes it, and so she scans the QR code on the table and rates the product 4 out of 5 stars using the retailer’s app. Then, based off of her choice, the retailer sends her a promotional offer enticing her to buy the wine while in the store.
3:50 p.m. – Jo now goes to get what she originally came for: a nice Roquefort cheese for a dinner party she is hosting tonight. Once in the Cheese Shop section, she scans a QR code in the artisan cheese aisle and receives a message to her app that there will be a cooking class at the store this Saturday at 2PM. She saves the message to her offer wallet so she remembers to mark her calendar at home.
4:00 p.m. — As she is leaving the store, Jo receives a message thanking her for visiting the store with a link to a store survey. She fills out the survey, alerting the retailer to a floor sales associate that was particularly helpful during her visit. Once the survey is complete, she is offered a discount coupon good for her next trip. Jo leaves the store satisfied with her experience, and the retailer has closed a sale and gained valuable consumer insight.
Each of these consumer interactions is a measurable activity by the retailer to easily track, report on and understand consumer-shopping behavior in the retail store. The benefits are significant for both retailers and consumers—Jo has made additional, unplanned purchases increasing incremental revenue for the retailer while at the same time buying items she has wanted for a while at a great discount heightening her customer satisfaction and loyalty.
There is little doubt that mobile is the next big thing. Now is the time to enable in-store mobile engagements as an increasing percentage of retailers’ valuable customers search, browse, and buy from their mobile phones while on the go, at home, and in the retail store. Many top retailers have already started taking advantage of these opportunities, and those who haven’t, will quickly feel the pressure.
Filed under: Mobile Marketing
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