Mobile: Increasing site traffic by more than 50% reaps rewards for our retailers
The rise of the omni-channel retail experience has been phenomenal, as retailers in most sectors have needed to adapt to changing consumer shopping habits, needs and attitudes. The change from pure “bricks & mortar” business models to those offering consumers a combination of in-store and online experiences has given retailers more scope to engage with shoppers at each stage of the customer journey.
From re-designing stores into more showroom style spaces to provide consumers with the practical ideas and inspiration they crave, to developing visualisers for users to imagine the final look of a sofa with different finishes, through to convenient click & collect/store pick up facilities, most retailers are now offering a complete 360° service which is underpinned and driven by digital technology, in particular the smart phone.
76% of adults now have a smart phone and this is only set to rise and retailers have recognised its importance as UK mobile ad revenue is set to rise from £1.6bn in 2014 to £8.9bn in 2020. This year it will surpass desktop spend.
Quite simply, if you’re a retailer who is not investing in mobile, then you could be missing out on a significant amount of business revenue
Many of our clients are seeing over 50% of their site traffic coming from mobile devices. Whilst traffic from mobiles does not tend to convert as well to sale as desktop, we’ve been adapting most of our online campaign strategies to incorporate mobile specific buys.
Our search advertisers are running mobile only campaigns, along side desktop-targeted activity. We can provide insights like; in the case of lower ticket priced items, we see better results from mobile than we do desktop. Ergo, digital media channel platform selection is fundamental for efficient ROI. Our experience helps our clients match price point with media buys, horses for courses, really.
We have also been testing programmatic mobile campaigns, targeting Apple & Google apps, as well as using third party data from adsquare, a mobile only data provider, which has allowed us to access household data targeted locally, this is then matched with our clients’ retail estates and footfall traffic driven in to the respective store.
Mobile is just one media channel. It is a burgeoning platform, just now, and used cleverly within an integrated plan can deliver phenomenal results.
In today’s omni-channel world, we still approach clients’ tasks from a simple premise; ‘if it were our money, how would we spend it?’