Best Practices for Mobile Retail Strategy
FEBRUARY 7, 2011
Efforts should address each stage of the purchase funnel
Mobile devices accompany consumers everywhere throughout a busy day. Through mobile initiatives, retailers have unique opportunities to engage with consumers as they move through each purchase phase—whether they're in a store, in transit, at work or at home.
Data from InsightExpress showed that during the holiday 2010 season, smartphone owners used their devices at different stages of the purchase funnel: to receive sale alerts (awareness), look for better prices and product reviews (consideration) and redeem coupons (conversion). This gives retailers many opportunities to connect with consumers and encourage purchase and loyalty.
"Forward-thinking retailers are devising mobile strategies to address each stage in the consumer purchase funnel—awareness, engagement, consideration, conversion and loyalty," said Tobi Elkin, eMarketer writer/analyst and author of the new report "Mobile Web: Best Practices for Retailers."
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