You’ve heard it before and you’ll certainly hear it again — retail is going omnichannel, and mobile is going to be the lynchpin that holds it all together. But tackling messaging on every medium is a big ask for many retailers, and casting the widest net possible rarely pays off if marketers are shouting at channels their targets simply don’t use.
This speaks to a common misunderstanding of what we mean when we talk about personalization, which many individuals interpret to mean “more choices for more personalities.”
In reality, personalization needs to be viewed in the context of relevance. Rather than throwing a litany of options at consumers and leaving it to them to find what products will stick, it’s on the brand to winnow down the choices a customer has so they don’t get lost looking down endless digital aisles.
To that end, consumers don’t need all of their brands to target them on every channel possible — especially ones that aren’t proven to drive certain kinds of results. Applying the same outreach tactics across digital and physical touchpoints is missing the point — and evading the opportunity — of omnichannel, which retailers can’t afford to do in a market where things change so fast.
Using Mobile to ease into new engagement channels
That being said, mobile marketing stands to be the logical starting point for any retailer exploring more avenues for outreach, as it’s proven time and again to be an effective path to (and bridge between) larger audiences for all manner of retailer. So even if brands haven’t mastered the “omnichannel” approach from the start (after all, it took even Amazon more than a decade to turn a profit), mobile marketing can be implemented with relative ease — and often relatively quick returns.
How different players on the retail stage use mobile to broaden their outreach can vary wildly, with some of the least conventional tactics having the biggest payoff.
Grocers, for instance, are taking to the m-commerce space by reformatting their brick-and-mortars to be primarily pickup locations for their “on-the-go” shoppers. Some stores are even leveraging drive-through layouts ala fast food chains, hoping that keeping shoppers moving equates to a satisfying buyer journey.
Grocers aren’t the only retailers bucking not just historical trends, but in some cases standard logic.
For instance, 80 percent of shoppers still prefer to buy furniture and housewares in-store opposed to digitally. At the same time, online houseware giant Wayfair has experienced unprecedented growth without dipping its toes into the brick-and-mortar market like the competition.
In fact, the company only recently announced it’s first physical pop-up shop, primarily as a means to unload excess merchandise ahead of the holiday shopping season — not to act as the company’s entrance into the world of physical storefronts. Much of Wayfair’s success can then be attributed to products that target customers that value affordability, aesthetics and convenience over giving furniture a “test drive” in a showroom — characteristics that lend themselves perfectly to …read more
Read more here:: B2CMarketingInsider