30 Jan Keeping Your Brand in Front of Mobile Shoppers
Most shoppers have several patterns of acquisition: the necessity buy (think groceries), the loyalty buy (that special latte), and the opportunistic buy (items which could be purchased from any of several retailers). Necessity buys are price sensitive but location agnostic, as are opportunistic purchases. Savvy consumers do a lot of research for price-sensitive goods, often using mobile and desktop search. For brands and retailers the last mile is mobile search, and the straightest path to a sale is access to the mobile device deck.
This puts brands in a tough spot competing for space on the smartphone or tablet deck. If you’re Amazon, Starbucks or a bank, you may not have trouble getting a consumer to download your app, but for many brands and retailers this is a more difficult problem. Consumers are much more likely to price-shop, often using a mobile device with a search engine, but they’re unlikely to add your app to their device’s screen.
A solution to this challenge is the Digital Shelf. As discussed last week, the Digital Shelf offers consumers highly personalized, tailored shopping experiences combined with the selection and convenience of physical stores. Using the Digital Shelf to keep your brand in front of consumers lets you leverage third-party shopping apps, reduces your dependence on a custom-developed app, and opens up a new channel through which your brand and the consumer can connect.
In the whitepaper, “Why the Digital Shelf is Vital for Retailers and Brands”, Dr. Phil Hendrix, head of immr Research and GigaOm research analyst, points to ways in which brands can take advantage of the Digital Shelf. Some examples include using the Digital Shelf to:
- Embrace Online to offline (O2O) – The Digital Shelf represents a vital channel and significant source of business. Brands and retailers who fail to embrace the Digital Shelf face lost sales and erosion of their customer franchise.
- Support Digital and Mobile Apps – Digital and mobile apps are innovating with personalization, content, offers, analytics and other tools. Leading brands and retailers are supporting developers and capitalizing on these developments – for example, providing creative, offers, real-time access to inventory (via Retailigence).
- Maximize ROI with O2O + Optimization – Big data, the cloud and algorithms enable personalization, testing and optimization at scale. O2O yields data brands and retailers can use to optimize placement and offers across their own properties and the Digital Shelf. As with real-time buying for advertising, leading players will leverage these tools to maximize ROI.
- Innovate with New O2O and Digital Shelf Strategies – Reserve for in-store Pickup, home and same-day delivery, and other O2O strategies combine the best of both worlds – seamless digital shopping experiences with convenient, local and fast fulfillment. With O2O and the Digital Shelf, brands and retailers can delight customers and trump online-only competitors.
Brand marketers can gain more insight into how brands can use the Digital Shelf to reach online shoppers. Take a moment to download and read the full paper, “Why the Digital Shelf is Vital for Retailers and Brands” today. We’d love to hear what you think about the paper – Tweet your comments to @retailigence, or check out our LinkedIn page.