A recent study, ‘The New Digital Divide’, published by Deloitte Digital expressed the omnipotence of digital and mobile in the current retail landscape. Retailers are mindful that digital and mobile influence is largely impacting the current consumer path to purchase, however, it is undeniable that most retailers have not been able to effectively integrate this into actionable initiatives.
If 94% of all retail sales in the US are taking place in-store and digital interactions influence 36 cents of every dollar spent in the retail store, roughly $1.1 trillion, how can retailers best influence consumers’ online to offline shopping behavior?
As retailers struggle to keep up with the digitally savvy consumer, the following staggering statistics should convince even the most cautious of marketers to revisit their digital and mobile strategies.
- As of January 2014, 58% of American adults own a smartphone, 42% own a tablet computer.
- The rate of smartphone influence has increased 14% from 2012 to 2013, accounting for $593 billion, or 19% of all in-store retail sales (Deloitte Digital, 2014).
- Retailers’ apps with store mode gather five times more engagement (Point Inside, 2013).
- Consumers using a device during their shopping journey convert, meaning they make a purchase, at a rate 40% higher than those who do not use a device (Deloitte Digital, 2014).
- The double-digit growth in the number of consumers who access mobile coupons is fuelled by the integration of couponing into social networks, along with an increase in smartphone users, new mobile apps and location-based deals (eMarketer, 2013).
- In 2014, more than 70% of US adult mobile coupon users will redeem a coupon for online or offline shopping.
In an economy that is still in a recovering phase, promotions and coupons are an increasingly important feature for the digital savvy shopper. One tried, tested and proven effective way of influencing purchases is to incorporate a mobile coupon, using intelligent geo-targeting.
One such campaign, found RevTrax partnering with Retailigence to create a cross-channel digital promotional campaign for a major department store chain. In a bid for a pre-Christmas boost in sales on a particular apparel line, the retailer decided to offer a 15% discount on the apparel line while incorporating an additional 10% loyalty points awarded.
The national campaign effectively targeted promotions to shoppers based on retailer preference, product interest and shopper location. The campaign became the retailer’s second most popular coupon promotion that month. Not only did the month-long campaign help build shopper loyalty, it generated $73K in incremental revenue.
With the number of US adult smartphone mobile coupon users forecast to reach 74.1 million by 2015, don’t you think it’s time you ensure your digital promotions are mobile optimized?