What if you were to find out that 80% of your consumers were consulting with just one of your in-store sales representatives before they made a purchase decision? One. For starters make sure to give that guy a raise. The second step would probably be to make sure this sales representative is armed with the right information and tools to ensure future customers have an excellent shopping experience. Then scale this idea across your entire organization. Sounds simple enough, right?
Many retailers know that when a smart sales associate is not available, shoppers turn to other means to find information about their products. ComScore reported that 4 out of 5 consumers use their mobile phones to assist them with shopping in-store. This shift in customer behavior holds dramatic implications for the retail industry as a whole and for how marketers should properly interact with their shoppers. So how should you make sure this significant portion of customer base has appositive mobile experience?
Here are 4 few tips to help you get started:1) Speak To Them Like The Valued Customers They Are
It feels good to be recognized (and rewarded), especially by a brand that you love and interact with often. Leveraging solutions like product recommendations ensures that every one of your customers has a personalized shopping experience that is tailored to their preferences. This speeds up the buying cycle and improves the 1:1 relationship you have with your customer.
2) Continue the Conversation Well After They Leave Your Site
Regardless if your customer purchased $1 or $100 – you want them to always come back for more. The ability to engage a shopper after he/she leaves the site is crucial. Think of a single site session as a first date. You want to “woo” your customer to encourage them to want to have a second date with your brand. Utilizing transactional emails or eRecipts injected with personalized product recommendations shows customers:
· You were listening when they showed you what products they liked
· You are appreciative of their business
Not to mention, these interactions provide you an excellent up-sell and cross-sell opportunity to get them to come back for more.
3) Help Your Customers Make the Hard Decisions
Anyone with a family member who is impossible to shop for can agree that finding that perfect gift can be stressful. Retailers who can ease this stress by providing an easy solution will be rewarded with increase in conversion rate AND satisfied gift buyers. A tool like a gift finder is a great way to ensure that well informed purchasing decisions are being made. This type of Guided Selling Tool can be easily access by web, social media, or application, letting your customer choose what channel is most convenient for them. Your customers will be appreciative of these tools that simplify the buying process and ensure that they are buying the right gift for their loved one.
4)Optimizing for the small screen
If a microscope is necessary to read your emails or website, then your customer is unlikely to pay attention. It is important to note that just because your website can be accessed by a mobile device does not mean that it is mobile optimized or mobile friendly. A website designed to viewed on a 12 inch computer screen does not usually translate well onto a smart phone screen. Letters are tiny, buttons impossible to push, and navigation in general is just an unpleasant experience. You might as well be begging potential customers to switch to a rivals website. Leveraging your mobile optimized emails, website, or app can help your customers shop efficiently in the mobile channel.
For more information, check out our latest whitepaper, The HyperConnected Consumer!
