Part I of Five Key Insights from MITX’s The Great Mobile Migration: Demystifying Mobile Marketing
Earlier in May, Blueport Commerce joined MITX and other members at their Summit, titled “The Great Mobile Migration: Demystifying Mobile Marketing.” One thing came through loud and clear – if companies aren’t dedicating efforts to mobile, they are already behind. In the words of keynote speaker Cameron Clayton, President of the Digital Division for The Weather Company, “I hate to say it but if you don’t step up [to mobile], the audience will change their brand preference in a second and you are already behind.” Being already behind on mobile can be daunting. Blueport Commerce breaks down five key opportunities for furniture retailers. Put down your phones and tablets and read our two-part series on what we found.
In part one of our two-part series, we uncover what it means to invest in mobile and debunk the common concern that consumers just aren’t shopping on their smartphones and tablets.
1. Spend Money on Mobile
First and foremost, furniture retailers should be dedicating their budget to mobile. Clayton says, “If you aren’t spending 7% of your budgets on mobile, you’re doing it wrong.” For furniture retailers, it’s not just about throwing money at mobile, but doing it in an intelligent way. For Victor Milligan, Chief Marketing Officer of Nexage, traditionally mobile has been divided into channels and the future is really content that will cross channels, making the very idea of a mobile channel irrelevant. All activities should fall into a 100% mix, including mobile. For PayPal Chief Operating Officer, David Chang, it’s important to understand your audiences and how that fits into your business, mobile, and beyond, and align your efforts accordingly. For Chang, multichannel integration and offers are critical for PayPal’s business success, especially for mobile. Furniture retailers have a large opportunity to focus on mobile the right way, the first time; as a part of their overall pricing, marketing, and promotion strategies within their e-commerce technology. By planning and optimizing for mobile in advance, furniture retailers can ensure the shopping experience is optimal no matter the device.
2. Shopping Concerns Debunked
Newsflash: We all already shop on smartphones and tablets. In the words of Hilary Dionne, Senior Marketing Manager of Customer Insights and Analytics at Zmags, “Couch Commerce” is a common behavior for shoppers, especially on tablets. For furniture retailers, embracing the multichannel opportunities mobile can provide will open doors for shoppers to purchase. In addition, mapping the optimal path to purchase is critical on any device, especially on mobile. Isaac Mosquera, Director of Mobile for ShareThis, emphasizes the opportunity that the mobile experience plays in the purchasing, along with how easy it is to interact with your company. Location also plays a role in mobile for e-commerce as a key way to be innovative. Furniture retailers can take advantage of these tips and tricks to optimize their businesses for shopping in mobile, especially when it comes to selling furniture online.
Furniture retailers have a huge opportunity now and in the future to invest in mobile as part of their overall efforts, not just as a channel. And, the truth is, consumer behavior demands the ability to shop on multiple devices on smartphones and tablets alike. For more information on how furniture retailers can take advantage of mobile, look out for our part II of this series!