While the bulk of retail sales still take place in the store, digital’s influence on in-store sales is rapidly growing. Deloitte estimates that 64% of all in-store sales are influenced by mobile.
In addition to optimizing the purchase flow online, retailers need to optimize the user experience for consumers who shop on mobile but prefer to purchase in-store.
Here are 3 ways to use mobile to drive shoppers in-store and further down the path to purchase.
1. Make it easy for shoppers to find their nearest store.
US consumers on mobile devices say locating a nearby store is one of the top three shopping-related activities they do on their smartphones.
So how can you help shoppers find directions or store hours on your website or app? Three words: store landing pages.
Not only do store landing pages boost your SEO, they also enable customers to link directly to local content right from Google search results. For shoppers that land on your site, consider adding links to their local store from the homepage, or from product pages where they may decide they want to go in-store to try on the item.
Here are some tips to optimize this experience for shoppers who prefer to go to the store:
- Automatically display results for stores nearest them
- Display a store summary with only the most useful details
- Link to directions that will automatically open in their maps app
eXtra Electronics’ store locator gives results based on the shopper’s current location and links to directions that open up directly in the phone’s map app.
2. Use location marketing to drive shoppers to the store.
Shoppers carry their mobile phone with them everywhere, providing a unique advantage for marketers.
Geofencing allows you to entice nearby shoppers to visit your store through web push notifications. Do you have an in-store event coming up? Or a sidewalk sale? Wal-mart uses push notifications to send store-specific deals and coupons to shoppers when they enter a Wal-mart parking lot.
Geoconquesting is another option which targets shoppers at your competitors’ stores, usually with a coupon or promo code to entice the shopper to visit them instead.
It’s important with any location marketing to ensure the shopper doesn’t feel that their privacy is being invaded. Here are some best practices to follow:
- Ensure the messages are helpful and add value for the shopper
- Set privacy expectations when the shopper opts in to push notifications
- Limit the number of messages sent – quality over quantity
3. Help the in-store shopper browse and complete their purchase.
Shoppers pull out their phones in-store to compare prices (19% of US consumers), find product information (17%), find or redeem a coupon (15%), and/or read customer reviews (15%). However, they’re probably using their phone for different tasks at home.
Detecting when shoppers are in-store and tweaking your site or app to simplify the above tasks will make it easier (and more pleasant) for them to move through the buying journey. For example, Urban Outfitters encourages shoppers in the changeroom to share their outfits with friends on social media in exchange for discounts and other promotions.
Some ways that you can do this are:
- Add a barcode scanner to your app or site when shoppers are in-store to help them find additional product details, reviews and inventory
- Provide a map of your store to help shoppers find what they’re looking for faster
- Send a push notification to remind shoppers of items in their cart, or coupons they can redeem in-store
Attributing Mobile-Influenced Sales
The influence of mobile on overall revenue continues to grow, so it’s important to understand the effect on your entire business. While creating a 360 degree view of the shopper across all touchpoints is still challenging, looking at overall trends and your own analytics can help guide decisions for your mobile site. Capturing analytics for the above recommendations can help you attribute the impact that your mobile site or app is having on in-store revenue.