If you are a fashion business owner, there are few simple questions you can ask yourself to gauge if you need a mobile strategy or not. Start by asking yourself: Can a mobile solution help me achieve any of my business objectives? There are six reasons why having a mobile strategy can help your business.
It can increase your customer reach.
127.6 million mobile users in the U.S. consumed mobile media through their mobile browser or an app in 2011 (comScore 2012). The number clearly highlights the importance of mobile in the consumer’s life. Besides, its importance as a marketing tool is apparently enhanced by bringing in the picture that 81% of users prefer mobile sites to apps for price research, 79% for product reviews and 63% for purchasing. This data is evident in highlighting the significance of lead capture pages on mobile sites, or landing pages in mobile marketing.
Specifically, the importance of a mobile presence in the fashion industry can be understood by looking at the latest research on Mobile Shopping by Spotzot, which shows that women’s fashion is ranked first in mobile shopper interest. These all indicate that having mobile presence is a means not only to reach more customers, but also an apt means to market fashion.
It can increase sales.
With a call-to-action page, you can instantly convert browsing to selling. Think of it as a window shopper actually going inside the store and making a purchase. Shopping becomes easy as a click and with a faster checkout.
“Mobile consumers are looking to search, find and transact quickly,” according to Dennis Glavin, manager of the North American mobile search advertising business for Microsoft, Redmond, WA. “From there, the next step is to construct a mobile campaign and landing page strategy that best delivers that immediate action to mobile consumers.” (*Source: Mobile Commerce Outlook 2011)
It can help your customers.
The simplest example of how helpful a mobile presence can be is the ease of carrying around coupons, which saves the consumer the hassle of printing an online coupon and presenting to the cashier in-store. Similarly, your mobile call-to-action page might help the customer by having quick check-out or by finding an area of interest nearby.
It can increase brand engagement.
Increasing customer engagement is the top reason companies and brands are using mobile marketing today (Forrester, July 2010). “Every advertiser wants you to show them you want to engage with them in some way, whether that’s watching a video or filling out a form,” says Wong, the CEO of mobile rewards platform Kiip. (*Source: Fast Company)
Certainly mobile marketing can increase brand engagement by a range of touch points. These touch points can be sales, coupons, like I mentioned above; or they can be retail environments or web stores where brand makes contact with the individual, as seen in this image (click for larger image):
It can drive traffic to your store.
“While the selling of digital goods via mobile devices represents a huge opportunity, mobile campaigns should also be leveraged for influencing offline purchase through the sign-up of consumers to sales and offers or calls to action that allow store location look-ups or the ability to phone your local store,” says Anne Frisbie, vice president and managing director of North America at mobile ad network InMobi, San Mateo, CA.
“It’s important to note that mobile continues to be more effective in driving in-store purchasing than ecommerce,” said Scott Dunlap, vice president of mobile at JiWire, San Francisco.
These statements establish the importance of mobile in driving traffic to physical retail locations. Some creative landing pages that include a store locator or a map with directions to your store can help you achieve this.
It can strengthen your existing product.
A mobile strategy can strengthen your existing product in simple ways, such as making purchasing easier simply by including a short amount of price information, or just a helpline number.
“Retailers are leveraging mobile to make the shopping experience much more transparent,” says Tom Nawara, vice president of digital strategy and design for Acquity Group, Chicago. (Source: Mobile Marketer)
This article originally appeared on Open Source Fashion, an active community of helpful innovators working in fashion, retail, and technology. Join OS Fashion on Meetup to attend future discussion series events.