Why mobile experiences will make or break your holiday sales

Mobile Marketing

Sur­veys and research have shown us that peo­ple increas­ing­ly do their shop­ping on mobile. And Mar­keters know that unless our mobile expe­ri­ence lives up to cus­tomers’ expec­ta­tions, they’ll end up going else­where to make their purchase.

The chal­lenge is that we’ve become impa­tient shop­pers and frankly, we have so much choice that we don’t need to waste our time with brands that can’t deliv­er what we need quick­ly and eas­i­ly. This is espe­cial­ly true at this time of year when we’re try­ing to land the best deals dur­ing hol­i­day sales or are rush­ing to buy a last-minute present.

And yet, mobile shop­ping expe­ri­ences have stag­nat­ed in recent years. Recent Adobe research found that two-thirds of con­sumers in Europe feel retail­ers haven’t improved their mobile offer­ing since 2016, with one in six say­ing they actu­al­ly find mobile shop­ping to be too stress­ful. We increas­ing­ly use our mobiles to browse and com­pare prod­ucts before mak­ing a pur­chase, but our jour­ney often stops there. What this means is that retail­ers are miss­ing out on a major opportunity.

There are obvi­ous lim­i­ta­tions to the mobile pur­chas­ing jour­ney – a small­er screen, no key­board, the annoy­ance of hav­ing to type in your per­son­al details while fight­ing off your phone’s auto-cor­rect sug­ges­tions – but brands can over­come these by build­ing a smoother and more con­ve­nient expe­ri­ence from the ground up.

This comes down to three cru­cial ele­ments – dynam­ic con­tent, align­ment between plat­forms, and data.

Use dynam­ic con­tent to bridge channels 

Often, the biggest bar­ri­er to deliv­er­ing a high-qual­i­ty mobile expe­ri­ence is a logis­ti­cal one – it takes time to cre­ate, pro­duce, and pub­lish con­tent for a whole new chan­nel, espe­cial­ly for brands that sell hun­dreds of prod­ucts (or more). To over­come this chal­lenge, com­pa­nies like TUMI and Phillips have turned to dynam­ic con­tent that auto­mat­i­cal­ly adapts to dif­fer­ent platforms.

TUMI invest­ed in Adobe Expe­ri­ence Cloud for a num­ber of rea­sons, but one of its pri­ma­ry aims was to deliv­er a mobile expe­ri­ence on par with its web expe­ri­ence. With soft­ware capa­ble of resiz­ing con­tent for every for­mat, the com­pa­ny no longer has to cre­ate a dif­fer­ent set of mobile-friend­ly images and video for each prod­uct it sells. In addi­tion to sav­ing time and mon­ey, TUMI can now roll out new prod­ucts more quick­ly because it no longer has to store them in a ware­house for weeks while new pro­mo­tion­al con­tent is being created.

This final point on con­tent veloc­i­ty is cru­cial. Cre­atives and mar­keters are being asked to work more close­ly togeth­er to devel­op and roll-out more con­tent, and to do so faster than ever. This requires tightknit inte­gra­tion between con­tent and cus­tomer expe­ri­ence teams, in addi­tion to a dynam­ic con­tent approach.

Align your expe­ri­ence across platforms

Mobile is a dif­fer­ent chan­nel, but it’s not a stand­alone expe­ri­ence. It might be tempt­ing to treat it sep­a­rate­ly but remem­ber that cus­tomers don’t see any dis­tinc­tion between the online, mobile, or in-store expe­ri­ence a brand deliv­ers. To the out­side world, all of these com­bine into a sin­gle set of ser­vices offered by the same company.

One com­pa­ny that under­stands this is Dixons Car­phone, one of Europe’s largest con­sumer elec­tron­ics retail­ers. Dixons had a strong her­itage in bricks-and-mor­tar, but its cus­tomers today expect an online and mobile expe­ri­ence to match. To reach its dig­i­tal audi­ence with new prod­ucts more quick­ly, the com­pa­ny invest­ed in Adobe Expe­ri­ence Cloud, allow­ing it to roll-out cam­paigns 5x faster and cre­ate flash sales for major sales events (like Black Fri­day) in less than a day, all while deliv­er­ing the same lev­el of per­son­al­i­sa­tion online and via mobile that it has built its rep­u­ta­tion on in-store.

Then there’s Phillips, which need­ed to align its dig­i­tal pres­ence across 79 mar­kets and 38 lan­guages. The company’s 1 mil­lion pages receive more than 1.4 bil­lion views each year, and it was a major feat to mea­sure, man­age, and update all these prop­er­ties, not to men­tion mak­ing them avail­able on mobile. To achieve this, Phillips brought every­thing togeth­er onto a sin­gle inte­grat­ed plat­form, allow­ing it to eas­i­ly adapt its expe­ri­ences from a cen­tral system.

Data: learn from your cus­tomers and adapt quickly

The key to deliv­er­ing great expe­ri­ences on mobile (or any dig­i­tal plat­form) is to bet­ter under­stand what your cus­tomers need and how they inter­act with dif­fer­ent chan­nels. This comes down to data, and the abil­i­ty to quick­ly turn data into insight that goes on to inform your cus­tomer expe­ri­ence. Only by col­lect­ing, analysing, and learn­ing from how cus­tomers react to its ser­vices can a brand cre­ate expe­ri­ences that are tru­ly tai­lored to the right people.

It’s equal­ly impor­tant to ensure you can turn data into insight quick­ly. ASOS is one of the world’s most suc­cess­ful online retail­ers for this rea­son. The com­pa­ny uses Adobe Ana­lyt­ics to analyse its web and mobile per­for­mance and inter­nal work­flows, and to ensure deci­sion-mak­ers can gain access to cru­cial data in min­utes. Not only does this dri­ve faster ways of work­ing, it also ensures ASOS con­tin­ues to improve the user expe­ri­ence across its web and mobile sites.

The sales oppor­tu­ni­ty for brands gets more excit­ing each hol­i­day sea­son, and this year is no dif­fer­ent. Euro­pean con­sumers are expect­ed to spend near­ly 25% more this Novem­ber and Decem­ber than they did in 2018, and most would make all their pur­chas­es online or via mobile if they could. Add to this the rise of shop­pable expe­ri­ences on Insta­gram or Pin­ter­est, and it’s clear we are just scratch­ing the sur­face of what’s pos­si­ble in the dig­i­tal space.

Click here to learn about how Adobe Expe­ri­ence Cloud fuels mov­ing mobile expe­ri­ences. And vis­it our cus­tomer show­case to see how retail­ers across Europe are adapt­ing to a dig­i­tal audience.

Mobile Marketing
Jamie Brighton

Posted on 11-28-2018

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