Monthly Archives: June 2014

What Are The Most Common Mobile Retail Activities

On average, consumers look at their mobile devices 100 times a day. Since mobile is becoming such a big part of the retail messaging, have you ever wondered what mobile retail activities most often take place?
A new report has come out that provides a snapshot of the most common
mobile retail activities. This information can help your mobile messaging
tactics be more effective and efficient.

shutterstock_98997599● Just over one in four consumers have tracked a package using a mobile device
● 25% have researched a product on a mobile device before going to a store
● Over 20% have researched products while in a store or checked to see what inventory might be on hand
● Roughly one in five have opened an email from a retailer and then made an in-store purchase. Over 20% have also opened a retailer’s email and then made a mobile purchase
● 18% have called, emailed or texted a friend /family member to get feedback on a purchase they are considering
● Approximately 15% have either posted product reviews from a mobile device or used a mobile device to contact customer service
● Under 15% have either reserved a retail product through a mobile device for pickup at a later time or purchased products as the result of a text message

What This Means To You

While many consumers are using their mobile devices to research and purchase retail products, a good deal are also using them for customer service functions. Whether it’s checking inventory, directly contacting customer service or tracking purchases, consumers are leaning on mobile devices for functions that may not be fully transactional in nature. These activities give you the opportunity to create new sales or extend existing ones.
If a consumer is tracking a package, you most likely have a good deal of information on that customer and can make product recommendations based on past purchases
If a consumer is checking inventory, they are most likely interested in purchasing that product. It’s an excellent time to get them to either enroll in a loyalty program or make product suggestions associated with the item they are checking on.
Mobile is also becoming a major instrument for feedback. Shoppers are using their devices to post feedback and solicit the opinions of the people they trust. Use reviews to your advantage – both about the products you sell and your business in general. Sometimes reviews can be hard to read on mobile devices so be sure you test them. Also, give consumers the ability to post reviews as well. For more information on taking advantage of mobile consumerism, please contact:

Al Fiala

Sources: UPS; comScore; eMarketer


The Rise of Connected TVs

There was a time when online video content was mostly cute pet and baby videos with stop motion lego movies made by the strange kid down the street sprinkled in. Now consumer’s choice of quality content is nearly limitless and TV’s are the place where why watch. This has sparked shoppers into buying Smart TV’s and devices that connect TV’s to online content.

samsung-smart-tv● Currently there are nearly 50 million Smart TV owners in the US and over 113 million people who have Connected TV’s (Television connected to devices such as Apple TV, Roku and Google ChromeCast)
● Roughly half of all consumers and 65% of internet users own either a Smart TV or have own a connected TV
● By 2018, its estimated that 82% of people will have either a connected TV or Smart TV
● That’s a population of over 270 million people – an increase of 66% over today

What This Means To You

There will be more places for your messages to appear. It also means there you will have to be more informed about the types of customers you have and the segments you want to target. With all this content, you will find more niche opportunities. These niche opportunities give you a greater ability to speak directly to the needs of your prospective customers and develop value with them Providing value is a key step in engagement.
What do you know about your customers?
What are you doing now to learn about your customer?
Do you have a CRM tool?
Are you selling them the products they want to buy or just the things you want them to purchase?
The more you know, the better suited you are to be a preferred brand of theirs.
When you are marketing them the products they want, they don’t see it as advertising, it is seen as a valued service. When you are try to sell them things they don’t want to buy, you are not relevant to them.
Gaining more information will help you effectively and efficiently choose the tools you use to market your products and makes it easier to evaluate their delivery. For more information on choosing media effectively please contact:

Al Fiala

Sources: eMarketer

Localizing Mobile Marketing

Consumer’s dependence, almost to the point of addiction, to mobile device has led to smart phones or tablets rarely being an arm’s length away from them. One of the biggest benefits from that is the ability for businesses to reach and engage shoppers while they are shopping. New research has come out showing how businesses are looking to more effectively targeted in-store “smart shoppers”.

shutterstock_87239659● Just 3% of businesses currently have the ability to identify customers who have smart phones
● In the next five years, over 70% of businesses plan to implement this type of location based marketing
● 95% of businesses indicated that improving customer experience and engagement with mobile devices was one of their top initiatives
● 28 % of retailers have some kind of mobile marketing, 56% plan to implement it in the next 2 years
● Just over half of companies are involving their IT departments into their mobile strategy development
● 44% of companies are not including their IT departments in developing
mobile plans

What This Means To You

As more consumers move into mobile first and mobile only modes, your mobile strategy will become more important. But mobile should not be a standalone solution. Mobile needs to be part and parcel of your overall plan – it should be seen as a tactic for success. It is not just a sales tool, it’s also a branding instrument, a recruitment mechanism and a communication apparatus. When developing your tactics, think of mobile holistically – it can affect many facets of your business. By having all parties at the table, you can save time, money and sales because you won’t be continually redesigning a system based on new departments wanting to capitalize on the benefits of mobile. Don’t just think of your IT staff as the folks who will implement the system – have them help with strategy. This way you will know the limits of your current system and make plans for the future. For more information on increasing your footprint through mobile, please contact:

Al Fiala

Sources: Mobile Commerce Daily; Boston Retail Partners







Reasons Behind Cord Cutting

There has been a great deal of studies looking into the reasons behind consumers considering cutting the cord with their cable company. Many of these studies have focused on the plethora of content available. A study has come out that shows another aspect, people just don’t like their cable provider.

120207_cordwhere3● 53% of consumers surveyed would quit their cable provider if there was an alternative
● 72% believe that things will get worse as their cable provider gets larger
● Nearly 75% consider their cable company to by predatory, taking advantage of consumers’ lack of choice
● Close to 60% feel they have really no other choice but to grin and bear it

What This Means To You

People don’t like their current cable provider, but also don’t think they have viable alternatives.
Consumers may also have the same feeling about their satellite provider, cable over fiber provider and their power and water companies. The force use utility perception that cable companies are dealing with is probably going to hurt them more than standard utilities. More and more content choices are popping up every day and while the switch can be painful at first, consumer can probably adjust. There are not that many choices when it comes to your power and water. While we crave content, I’m pretty sure we crave air conditioning and showers a good deal more. With the number of OTT options and the quality original content they provide on the rise, we could see more consumers go there for premium content instead of cable. Bottom line is that many people may complain about their cable provider and consider cutting the cord, but it still might be too uncomfortable for most to do. This may have to do with the fact that most cable companies are also the biggest internet provider in the area.
They are also major providers for home phone and cable companies are also getting into the home security, monitoring and alarm business. This could make
getting these other services ala carte more expensive.  For more information on effectively delivering your message and growing your business, please contact:

Al Fiala

Sources: MediaPost, cg42

Brands and Engagement Channels

We recently posted information on how many brands are not effectively delivering their message to consumers. Today, we’ll look at the mobile
pathways consumers are using to engage with the brands they love. Knowing
the channels they can help you jump start engagement and make your organization more efficient.

email_brand-awareness1-624x570● Six in 10 consumers are actively engaged with brands through mobile devices
● On average, consumers are connected to 10 different brands
● Over 80% of these mobile-ly connected consumers get email or a newsletter from the brand
● 47% have Liked a brand on Facebook
● 47% have also opted in to receive text / sms messages from brands
● 19% get brand originated push messages
● 12% follow brands on Twitter

What This Means To You

Consumers are actively bonding with brands through mobile devices. This activity puts your message in the palm of their hands through a device that is rarely more than a few feet away from them. More importantly, they have these devices with them when they are shopping in-store or while planning their shopping. The key to getting them invested in your brand is value. We all get enough email , what triggers you to open it? You have to find value in the message. On a consumer side, it could be a discount, new product offer or special savings on a particular product they use. While a general offer may get their attention – the more personal you make it, the more valuable the consumer will find it. Each consumer is different, so the things they put value in is different. This is why intelligence about your customers or target market is so important. CMR or loyalty solutions can you identify what your customers are buying – this can help you craft offers that are more personal. If these programs are not possible you, ask them a couple of question s when they sign up to get communication from you. If you let them know that this will help to lower the traffic to their inbox, they will be more likely to answer a few questions. For more information on creating deeper customer relationships, please contact:

Al Fiala

Sources: HipCricket; MediaPost

Social Networks And Baby Boomers

Baby Boomers remain to be a large and lucrative target market. They may have been one of the later segments to come to the social media party; they have become firmly implanted in it.

seniors_online● There are an estimated 77.3 million Baby Boomers in the US
● 60% of adults 50-64 actively use social media as do over 40% of those 65+
● In the past 4 years, the number of Baby Boomers on social media has tripled
● Seven in 10 Baby Boomers say they have a Facebook account, 40% are actively on FaceBook
● 34% have used YouTube and 13% actively watch online video on the network
● 39% have a Google+ account with 14% actively using it
● 31% of Baby Boomers have a Twitter handle and 12% actively tweet. Twitters biggest growth area has been among Baby Boomers
● One in four Baby Boomers say they are on LinkedIn with just under 10% actively using the network
● While Pinterest has a lower usage rate with11% having an account and 4% actively using it – Pinterest has a rapid growth rate among Baby Boomers

What This Means To You

The Baby Boomer audience is one that cannot be ignored. Social media gives you the opportunity to build loyal relationships with them. Because they aren’t as digitally jaded as other consumer segments, you probably have a great occasion of impacting their decision making through social media.
While many other segments use social networks to keep in touch with friends or to build support networks, Baby Boomers are mainly on social networks to stay in touch with family. Also, many Baby Boomers are also in a transition phase of their lives. Moving from work to retirement, possibly downsizing their residences, dealing with medical issues and insurance. Social networks can serve as an information source and a connection tool. For more information on strengthening your relationship with Baby Boomer consumers, please contact:

Al Fiala

Sources: Global Web Index; Pew Center

Healthcare Going Digital

Not many people particularly like going to the Doctor. It’s estimated that only about 20% of Doctor’s visits are preventative or checkups. The reason most people go to the Doctor is for a cough. Consumers have come to expect the on-demand everything that has come with digital technology, new research shows those expectations have now moved into the medical realm.

Stehoscope● More than 90% of consumers surveyed said they would rather see a physician who offers email communication to his patients – even if there is an extra charge for that service
● Nearly 85% baby boomers go online to look for medical or drug information
● Over 60% of adults age 21 to 33 searched for online for information about a physician
● More than 40% of adults 21 to 33 also looked up the cost of medical procedures online
● Over 45% of adults 34 to 48 wanted to see lab results online
● Scheduling of doctors’ visits was something that was still something consumers preferred to do over the phone. More than 3 thirds preferred making appointments over the phone vs. 23% who wished to do it digitally

What This Means To You
While I’m not a doctor (nor, do I play one on T), medical information should be obtained for reputable sources. Consumers are searching for those sources online. If you are a medical professional, the digital space gives you a full range of customer service options. This can give your practice an incredible branding opportunity. That opportunity extends beyond just your web site. So many consumers are using social media for medical information. (I’m not sure that I would ask the same person who posts the cat playing piano video about the difference between having a cold or the flu). Becoming an information source for your patients can lead them to sharing your social posts and an increased patient base. Other digital tools that can help your practice stand out:
• Daily Health Tweets or texts
• After Hour Video Web Chats
• Mobile capabilities
Consumers are always looking for convenience. Beyond being a draw for younger consumers, integrating digital tools into your practice can help save you and your office space time and money.
For more information expanding your practice digitally, please contact:

Al Fiala

Sources: iHealthBeat; CDC