Mobile users spend 144 minutes a day — 26% of the nine hours they use various media — with their mobile devices. For the first time, television came in second with 141 minutes. This is according to this Business Insider article, where people were asked how much time they spend interacting with all forms of media.
In fact, a survey by InMobi, a mobile ad company, found that people now spend more time watching their phones than watching TV.
Interesting findings include:
- 55% of those surveyed used their mobile device to shop.
- 59% said mobile advertising impacts their purchasing decisions, compared to 57% who said television advertising did.
- 24% of users said their mobile influenced their in-store purchase.
- 69% of people used their mobile to find local resources.
Retail chains, take note.
It is clear mobile's popularity (both tablet and phones) is steadily increasing, and the influence of traditional channels like television, desktop, radio and newspapers is declining. But how can you reach your audience if your current multichannel marketing mix isn't working? What should omnichannel retailers do? The answer: Go where your audience is.
How Big-Ticket Retail Can Succeed with a Refined Mobile Strategy
Adapting to a world that embraces mobile can seem daunting even for those who have already taken their retail stores online. But via a multichannel analysis, there are some quick and easy steps that you can take so that your mobile viewers can convert into mobile purchasers. Following the best practices of SoLoMo (Social Local Mobile), you can ensure shopping experience that is optimized for anyone on the go. At Blueport Commerce, we help our big-ticket retail clients not only transition to e-commerce, but provide their customers with an optimized mobile shopping experience.
1. So (Social Media): Include social sharing buttons. Many mobile users spend hours on social media sites such as Facebook, Pinterest, LinkedIn and Twitter. Often, if they are following their favorite e-commerce stores, this can be their first source of information about an upcoming sale or in-store event. By including these buttons, all it takes is one quick click by the consumer to share his favorite sectional on his Facebook wall for all of his Facebook friends to see in their newsfeeds. Congratulations, you've just advanced your multichannel marketing strategy, and better yet, have had others do it for you.
2. Lo (Local): Get found – both online and in person. Because 69% of people use their mobile devices to find local stores, having a store locator app (which automatically finds the user's current location with GPS or allows them to plug in a preferred zip or postal code) can be the difference between making or breaking an in-store sale. In many instances, buyers feel the desire to see, touch and feel big-ticket items in person. By leading them to your brick-and-mortar store, they feel more confident completing their big-ticket purchases. Additionally, offering localized content for big-ticket items, such as less expensive delivery or shorter wait times, can help close a sale.
3. Mo (Mobile): Make your e-commerce website mobile-friendly. Shoppers on mobile devices tend to be on the move and cannot wait for slow-loading, complicated graphics or a disorganized site that renders strangely on a portable device. You can either reevaluate the mobile version of your website or create a unique mobile experience.
The Big-Ticket Retail Takeaway
Big-ticket items, such as furniture and appliances, often have long purchase cycles and require more research before potential buyers will pull the trigger on purchasing. By including social sharing buttons, offering localized content and a store locator app, and optimizing your e-commerce site for mobile, you're leading your mobile customers to what they're really seeking: more information. And as you lead them further down the funnel, closer to purchase, you are creating engaged, informed online shoppers who are interacting with you through their chosen medium.