The Certona Blog
If CES and Mobile World Congress 2014 are any sign, wearable technology will soon enter the mainstream. Brands can glean powerful insights into their customers through wearable devices, such as Google Glass, smartwatches and fitness trackers. These gadgets offer great potential for improving personalization. Here is a look into how they could impact retailers in the future.
Google Glass’ impact on omnichannel personalization will depend on the data it captures. How retailers will access that data is still unknown. One viable option may be through Glass’ app store, which is still under development. Brands can also increase conversation rates by simplifying transactions with Google Wallet through Glass. Or, they can recommend products based on what a shopper is browsing for either in-store or through a Glass app. Brands should consider the possibilities of integrating Glass into their omnichannel strategy to get ahead.
With content, a smartwatch is limited by its small display. However, this device will function much like a smartphone. It has the ability to make calls, record audio, take photos and get email. This means retailers will need to capture their audiences’ attention with succinct messaging. Like Google Glass, smartwatches will provide useful data about user behavior and preferences. Yet their biggest potential may be in facilitating transactions through the smartwatch interface. For instance, brands can create apps, scanable QR codes or shopping carts to increase conversion rate. Since smartwatches can sync up with other mobile devices, users can move from one gadget to the other to complete a transaction.
In this always-on world, now more than ever a brand’s mobile marketing strategy must address the critical, if complicated, task of aligning with the constantly connected consumer to maximize the mobile shopping experience. To ensure success, brands must incorporate the following fundamentals into their mobile marketing strategy:
Mobile mindset: In the past, brands built their digital stores for desktops first and mobile second. Yet with smartphone and tablet sales outpacing PCs worldwide, brands need to adopt a ‘mobile first’ strategy to reach the 194.8 million digital shoppers in the US. This mindset extends beyond design for smart devices. To be effective, the strategy must focus on displaying concise and compelling messaging, engagement, customization and data analysis.
Personalization: Brands that want to turn visits into dollars must apply real-time personalization techniques to deliver a truly individualized experience. PUMA demonstrates this well by customizing the shopping experience at every visit. Using Certona personalization, PUMA achieved a 69 percent increase in revenue with each visit. Incorporating 1:1 customer profiling tactics delivers relevant offers and product recommendations based on past and present data it gathers on a single shopper. Brands should take this same approach with their mobile strategy; blending marketing tactics with data to optimize their connections with digital shoppers.
Real-time data: Any good mobile strategy will take advantage of available data to customize content in real-time. While historical data is insightful, brands need solutions that can provide the most impactful information in real-time. Consumers move quickly, and the marketing ecosystem needs to keep pace to convert visits into sales. Reaching shoppers with relevant information in the moment will improve the shopping experience and build loyalty. Technologies exist today that help break down the barriers between customer and retailer, and in effect, create a memorable digital shopping experience.
Today’s connected consumers expects information to be readily available and personalized to match their needs and interests, at any given moment. Understanding that consumers shop from their connected devices 24/7, brands are wise to invest in mobile strategies that emphasizes personalization and real-time insights – both to boost revenue in the short-term, and to better connect with shoppers who are likely to return and refer.
Stay tuned to learn more about how Certona is helping big brands with their mobile strategies. To read about great mobile experiences built on engagement, click here.