Mobile marketing strategy is becoming increasingly important in retail plans as consumers spend more time on mobile than any other form of media. Nearly half of consumers increased their use of mobile apps during the pandemic.
Retailers are investing heavily in apps like grocery list building platforms to engage with users and include this imperative channel in their marketing mix.
It’s not always easy to decide where and when to spend mobile marketing dollars to reach customers effectively. Retailers also want to maximize their return on investment from mobile apps, so they must serve experiences that increase conversion.
That’s why it’s critical to understand the four common mobile marketing mistakes retailers make and how to avoid them.
Your App Is Your Only Mobile Marketing Strategy
Yes, apps are a great way to engage mobile shoppers. To capture consumer intent and justify investment, an app alone isn’t enough. Consumers expect an omnichannel shopping experience, including mobile. 84% of consumers expect easy interaction across print, digital, and other channels.
Marketers must promote the app across all channels to reach a broad audience and encourage downloads and engagement, including social, store signage, receipts, and weekly promotions. In addition to easy access to Target’s Circle offers, weekly ad notifications, and item availability, Target does a great job reminding consumers to download the app.
Invest in other industry-relevant mobile apps with larger audiences, such as shopping lists, productivity, recipes, and lifestyle. Including these apps in your mobile marketing mix, along with your own mobile platform, can help you reach a large, mobile-savvy audience.
Not Considering User Experience (UX)
Consumers are increasingly demanding mobile apps that mirror their desktop or web experiences. Inadequate mobile site optimization leads to frustrated customers and abandoned carts.
According to a FullStory survey, 66% of consumers lose trust in a company when a website or mobile app fails. As a result, their perception of a retailer’s promotional content may be negatively impacted.
Businesses that do not create mobile experiences that are useful, productive, and designed for mobile are missing out on a huge opportunity to engage with consumers.
Customer loyalty is earned by making the mobile app easy to use, intentional, and consistent with the brand.
Not promoting Private Label
Your mobile marketing strategy must promote private label to ensure consumers add these items to their basket. This could mean adding private label products to shoppers’ digital grocery lists. This helps you reach consumers in the middle to lower parts of the funnel who are interested in a product category. This increases brand awareness, consumer purchase intent, private label sales, and the bottom line.
In Conclusion
Consumers expect a seamless omnichannel customer journey, so you need to use mobile channels to convert and sell. Small and large retailers alike have already committed to prioritizing mobile marketing. Examining your current mobile strategy can help you identify sales-killing pitfalls and new ways to engage consumers while they shop.