So you’ve read our overview of the eMarketer mobile commerce roundup and are thinking to yourself…what can I do next to get involved with mobile commerce? Here are a few creative ways to use this data to your advantage and enhance your brand presence in the mobile space:
Responsive design for your mobile site is key.
According to a study by Nielson, shoppers increasingly prefer mobile sites over store-specific apps. And since furniture is not a frequent purchase for most consumers, it may make more sense for a consumer to visit a furniture retailer’s website as opposed to downloading the store app for continued and frequent use. If you don’t currently have a responsive design for your mobile website and email, make sure you have it in your pipeline. Consumers are becoming more and more accustomed to rich, responsive designs with high load speed, and you risk losing your customers if your site is not optimized for mobile. Not to mention, a poorly designed site will decrease your mobile ranking on Google.
Track your progress via mobile specific analytics.
Mobile apps and websites are different from a traditional website design, and as such website metrics are not as relevant in the mobile space. Consider investing in mobile app and mobile website analytics. Not only will you be able to accurately measure your success on mobile, but will also help you test out different marketing tactics.
Be a part of your consumer’s research.
Much of consumer behavior on mobile is focused on research, especially using tablets. Furniture is a particularly research-heavy category and with design apps like Houzz, consumers are growing more and more accustomed to having research-friendly tactics at their finger-tips. Consider offering mobile features to help make researching your products easier. Augmented reality apps have been a recent trend that allow consumers to see a product in their room through a mobile device scanner.
Target your customer through mobile.
Remember how we said showrooming is a big trend among moms for big-ticket items? Use this nuanced behavior to your advantage. Geo-targeting tactics are a great use for mobile marketing. The next time a customer is shopping in your store, send them a targeted coupon or promotion to encourage an on the spot purchase. Not only will these tactics improve the shopping experience, it will also make you appear innovative and forward thinking to your consumer.
Stay ahead of the curve with SMS marketing.
SMS is a severely under tapped market with 90% of users reading text messages, compared to 20% of emails opened. Consider an SMS marketing campaign to drive subscribed recipients online or in-store through a targeted promotion, perhaps to consumers who have previously been researching your furniture online.
The next wave of Mcommerce is an exciting trend for retailers. But with all the buzz it is hard to know which tactics are fads and which will truly drive incremental revenue. By following these tips specifically for furniture retailers, you will not only be ahead of the curve, but also take advantage of the opportunity Mcommerce offers to increase your bottom line.
About Blueport Commerce
Leading furniture companies work with Blueport Commerce to capture the billion dollar furniture e-commerce opportunity. We marry our clients’ bricks-and-mortar infrastructure and expertise with our decade of online furniture experience, innovative technology, and customized marketing services. For some retailers, the Blueport e-commerce platform powers their branded omni-channel websites, driving sales online and in their stores. For other retailers, we drive online sales through Furniture.com, our e-commerce website. For many, we do both. Learn more here. And, if you’re interested in working for Blueport, check out our e-commerce jobs on our careers page.