Heidi Cohen provides this advice on how to leverage your mobile influence:
- Provide prospects and customers with easy-to-access, mobile-friendly information since they’re researching their purchases via online, tablet or smartphone.
- Offer both mobile website and app options. With the growing use of both alternatives, allow your customers to use the forum they choose. Ensure these platforms are consistent with your online website, social media and retail establishments to provide a seamless customer experience.
- Give mobile consumers the best price. While I’m not a proponent of competing on price, if you’re offering discounts anywhere, give on-the-go prospects the best price to close the deal since they may be in your store or your competitors.
Deloitte found that shoppers who use a retailer’s dedicated app were 21% more likely to convert than those who didn’t. This may be attributable to an improved shopping experience that aided their purchase decision.
There are multiple stages in the purchase decision making process. Brands can provide the information relevant to the customer’s buying decision in the place where consumers are increasingly looking for this information – on their mobile device. Companies can influence their buying decisions by being the resource they consult as they research product information before, and during, their shopping trip, and being the digital voice they are hearing from while they are in your store.