Who Are Mobile Dependent Consumers?

Yesterday, we posted information on the amount of mobile only consumers. Since 2010, the number of consumers who have ditched their landlines and gone mobile only has increased by nearly 70%. For many consumers, being mobile only means that their mobile device is the main way they go online. As technology continues to shift, this group of consumers is sure to grow

shutterstock_68927947-2● Nearly 20% of smart phone owners said that mobile device is either their only broadband internet connection or they had very few other internet options
● Younger adults are more likely to only have broadband their smart phone. 20% of adults from age 18-29 said that the only high speed connection they have is through their smart phone. 11% of adults 30-49 responded the same way
● African-American and Hispanic consumers are much more likely to only have high speed internet through a mobile device. 21% of African Americans and 17% of Hispanics said that their smart phone was their only broadband connection
● Lower Income consumers are more likely to be smart phone dependent for broadband internet. 19% of adults with household incomes of under $30,000 use their smart phone for high speed internet connections

What Does This Mean To You?

If your web presences are not currently built in responsive design, you need to contact your designer and have them add this functionality. The smart phone dependent audience is growing rapidly. Today’s consumers are not patient when it comes to sites not rendering correctly on their devices. Recent studies have shown that over 70% of consumers will immediately leave a site that render correctly on their device. Those users are not likely to return.
When designing your site, think mobile first and screen size. Navigation is also important. Do consumers intuitively know where to go next on your site? Cluttered sites with no direction make it hard for consumers to find the information they need or the products they want to buy. Consumers don’t want hunt and search, they will most likely move on to a competitor.
Periodically, it’s a good idea to audit your offerings vs. your competitors. Be open minded and look for things they are doing better than you. The main goal of your site is to make you money. That could come from eCommerce on your site, or through the visibility your site offers. So the easier your make it for consumers to find you, or items to buy, the better you are. For more information on how to create more impact and your footprint, please contact:

amfiala@gmail.com

Sources: eMarketer, GfK MRI; Pew Research Center

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Mobile Only Consumers are on the Rise

When most people think of cord-cutting, they are talking about giving up
their cable or satellite subscription.
While most consumers have been talking about cutting the cable cord for a while, consumers are just beginning to actually follow through on it.
The larger amount of cord cutting happened with consumers and their
telephone company.
mobileappsandwhytheyhavSince 2010, the number of mobile phone only consumers increased
by nearly 70%.
● In 2010, 26% of consumers only have a mobile phone
● Today, 44% of consumers only have a mobile phone.
● 64% of Millenials are mobile phone only
● 45% of Generation X consumers are mobile phone only
● 32% of Baby Boomers are mobile phone only
● 60% of Hispanics are mobile phone only
Nearly half of those consumers who are mobile only have been forced cut service because of financial constraints and over half have reported hitting their maximum data allowed on their plan.

What This Means To You

With more and more consumers moving away from landlines, loyalty programs and digital communication are becoming more important. Just like there are SPAM laws protecting your email inbox, there are laws that protect consumer’s mobile phone numbers for voice and text. A solid loyalty program can help you get your message to customers without legal penalties. The growth of mobile only consumers means that your customers can receive your while they are on the go. The key to getting them to act on your communication is the offer itself. A valuable offer will drive customers to your virtual/physical business. An offer that is not valuable will not only lead to an offer being ignored, it could mean future offers won’t be considered. For more information on how to maximize your businesses footprint, please contact:

amfiala@gmail.com

Sources: eMarketer; GfK MRI

It’s Summer Vacation Season

People all over the country are packing up the old Queen Family Truckster and hitting the open road. Over 80% of travelers are using mobile functionality to make their trips smoother. While mobile technology has been a huge help to travelers, it would make a movie like Vacation pretty boring. Clark would most likely have seen that Wally World was closed and they would’ve gone to Hawaii. He also could have found an all-night mortuary for Aunt Edna instead of leaving her on Normy’s porch.
map smartphoneHere are the most popular ways that travelers are using mobile technology while on the holiday road:
● 45% are using Map apps
● 18% are using Travel Recommendation apps
● 17% are using Airline apps
● 13% are using Hotel apps
● 9% are checking into their hotel via mobile and other 9% are using
Translation apps

What This Means To You
While restaurants, attractions, lodging businesses and other traditional hospitality companies are not the only people who benefit from travelers. Medical, auto service and retail organizations are just a few types of businesses that could use mobile visibility among travelers. While most people plan where they are going to stay and what they are going to do, they will need to find local businesses when the unforeseen appears. It doesn’t always have to be an emergency; it could be something simple as trying to find a movie theatre on a rainy day. Because travelers may not be familiar with the local area, you need to maximize you social reputation. Consumers are very reliant on the opinions of others and digital testimonials, likes and favorites could swing visitors to your business versus a competitor. For more information on how to maximize your footprint with new revenue streams, please contact:
amfiala@gmail.com

Sources: eMarketer; HarrisInteractive

What are The Biggest Holiday Shopping Inhibitors?

Last week, we posted information on factors that can increase in-store sales. Today we are going to look at new information on the dynamics that can cause consumers to avoid making purchases in-store.

christmas shopping cart● Long lines were the top answer, 40% of consumers cited line length as a reason not to shop in-store
● Roughly one in four consumers said that too much traffic on the roads, lack of preferred merchandise and slow checkout were other factors that cause to consumer not to shop in-store
● One in five shoppers said that distance to stores were causes to avoid in-store shopping
● 16% said that lack of parking and out of stock items were factors that inhibit making purchases in-store
● 13% cited gas prices as a motive not buy things in-store
● Other things that moved people to avoid going to the stores to shop for the holidays were inconvenient store hours limited store associates and the lack of knowledge among store associates

What This Means To You

The majority of reasons why consumers don’t want to make their holiday purchases in-store is inconvenience. Digital platforms give shoppers the ability to research, compare and purchase on their timetable, not the stores. There are things you can do to mitigate these roadblocks and overcome the three basic buckets of inconvenience
Checkout: No one enjoys standing in line, that’s why checkout objections ranked so high. It can be frustrating to go through the time to brave the crowds, find the items you need and then wait around to pay for items. Mobile technology can help you overcome this objection. Mobile payment and mobile checkout are two. Many companies are just beginning to enter the mobile payment pool. Early results show that mobile payment does create a quicker, easier checkout procedure when the store associate is properly trained on procedures and can assist customers newer to mobile payment use. Before rolling out mobile payment, it is important to make sure your entire store employees are up-to-speed and comfortable with mobile payments. Mobile checkout is something else companies are trying when customers are buying larger items that may not need to be bagged. Many point of sale systems are fully capable of integrating with a tablet and credit card reader to for another checkout station that can be deployed throughout your store. Another idea to investigate is online order and payment with in-store pickup and implementation of express lanes.
Logistics: Traffic can be very bad with holiday travel and parking lots can be a mess. Getting consumers to travel to your store might require additional offers if you are in a distant location.
Free shipping has emerged as the offer most likely to entice customer traffic. Besides offers, customer service can be your biggest weapon. Also, offering gas cards for purchases about a predetermined amount can overcome some objections about cost of getting to your store.
Some larger powercenters and malls are employing trolley services to alleviate parking lot headaches. As an official sponsor, you could get the opportunity to have one of the drop off points be adjacent to your location or have the ability to coupon the riders.
Inventory: One of the reasons consumers don’t want to shop in-store for the holidays is out of stock items and not carrying items that consumers want. Your mobile and digital presences can help with this. By having the ability to check stock on any platform can encourage shoppers to visit your location. Some organizations are using “holiday wish list” functions to help consumers not only make sure items are in–stock but help locate where the items are in-store.
Beacon technology can direct customers who have your app on their smart phone to particular areas of your store. Your loyalty program can assist in reinforcing your message and remind them your have the merchandise they tend to purchase.
If your want to become a shopper favorite destination, look for opportunities to save consumers the one thing they can’t buy – time. For more information on how to increase your visibility and gain shopper traffic, please contact:

amfiala@gmail.com

Sources: Deloitte

Malls Still A Go-To Destination For Holiday Shoppers

Digital consumerism has forever changed the retail landscape. It has increased the shopper’s selection of stores, goods and services. It has given consumers the ability to make purchase anytime and anyways, it has also opened up new revenue streams for businesses and has given even the smallest of businesses to become 24/7/365 operations. But, when it comes to holiday shopping, malls are a place consumers are drawn to.

mall shopping● 83% of Holiday shoppers in 2014 will make a purchase at a mall. This includes nearly 90% of Millenials – the group most apt to shop online
● Nearly 80% of shoppers said that mall shopping helps them find the right gift. When shopping for multiple people that number jumps to 85%
● 81% of Millenials said they shop at malls to avoid the risk of gifts arriving late – Millenials had the highest propensity for last minute shopping (20%)
● Millenials and Gen Xers are also the most likely to “showroom”. 76% of millennials and 72% of Gen Xers said that they purchased a gift online after visiting a store in the mall
● Last year, the average sales per square foot in a mall were $468. That’s an increase of 24% from 2009

What This Means To You

Holiday shopping isn’t an either / or activity. The vast majority of consumers are cross-platform purchasers. They use mobile devices, desktops and actually visit physical stores as well. Some will probably hold up lines to write a check as well (look for the line I’m in, the check writer will most likely be the person if front of me…or they will be the person taking time to find correct change…that’s the kind of luck I have) If you are in a mall, look for ways to stand out from the competition. Create partnerships with other mall merchants. Embracing mobile technology can be a huge help to draw in customers. Mobile coupons can be a way to increase traffic. Also, look at beacon technology to help direct customers to your store and route them to specific items once they are in your location. One key thing to never forget is loyalty programs.  Enrolling customers into these programs give you a direct path to the consumers and can help turn a one-time sale into a frequent patron. For more information on how to continue your success into the new year, please contact:

amfiala@gmail.com

Sources: eMarketer. Simon

To Shop or Not On Thanksgiving, That is the Question

Last week, we posted information on how much mobile shopping will take place for the couch on Thanksgiving Day. Every year, more retailers are moving from just being a virtual destination on Thanksgiving Day to being a physical one. New research has become available that shows consumers are split on hitting brick and mortar stores on Thanksgiving Day.

tgiving● Half of all consumers surveyed are against shopping in-store on Thanksgiving Day
● 33% think it’s OK to hit stores on Thanksgiving and 17% were undecided
● In 2012, research showed that only 10%-15% were open to physically shop on Thanksgiving
● Older consumers are the most opposed to shopping on Thanksgiving. Just 16% think it’s appropriate to go brick and mortar shopping on Thanksgiving.
● Younger Millenials are Thanksgiving day shopping’s biggest proponent. Half of adults age 18-24 would shop on Thanksgiving Day. 48% of adults 25-34 agree with them
● Men are more open to shopping on Thanksgiving than Women. 37% of men like the idea of shopping on Thanksgiving Day while only 29% of women do.

What This Means To You

The idea of opening on Thanksgiving Day is a decision that only a business owner can make. While there is a growing market for in-store shopping on Thanksgiving, there are some mitigating factors . There can be some consumer backlash and staffing could be an issue.
Some businesses that have made the choice to open on Thanksgiving have decided to give a portion of profits to charity. You may need to provide a bonus or additional compensation to get people to work on Thanksgiving. If you decide to open on Thanksgiving, you may want to come up with a strategy for equitable distribution of holiday time-off.
For more information on how to create more traffic this holiday season,
please contact:

amfiala@gmail.com

Sources: LoyaltyOne

How To Increase the Likelihood of In-Store Sales During the Holidays

Recently, we’ve posted several pieces on holiday shopping and how you can leverage consumer behaviors. We’ve looked at when people will be shopping, to where they will be shopping, to how much influence technology will have. In today’s post, we’re going to look a recent study that points out features that increase the probability of consumers making an in-store purchases.

woman-holiday-dress-holding-money● Knowledgeable sales associates increase in-store purchase potential by 48%
● Self-Service or mobile checkout can create a 24% in sales probability
● Barcode scanners to confirm price and will increase potential sales by 23%
● Personalized mobile coupons create a 21% increase in purchase potential
● Personalized coupons available through social media can create a 17% lift

What This Means To You

While some people love going to the stores during the holidays, others not so much. In fact, a recent study showed that a large percentage of people consider going to the mall during the holidays their worst nightmare. Even shoppers who can’t wait to hit the stores during the holidays will probably like some added convenience. All of the things that have been shown to increase potential sales are things that make shopping more convenient. On average shoppers hit 4.6 different venues during holiday shopping trips. When you save these customers time and stress, you become a preferred shopping destination.
Your biggest asset to increase potential sales is your employees. Helpful associates make it easier for customers to find the items they need. Rewarding associates for helpful behavior will pay dividends well past the holidays. While self-service checkout and barcode stations could call for capital expenses, a mobile and social coupons campaign can be efficiently deployed.
The key to a successful campaign is the personalization. A truly personalized campaign goes beyond just using their name. It leverages past buying behavior to create relevant offers.
Don’t look at the holidays as the end of the year, view them as a pathway to create long term shoppers. For more information on how to you can create more sales today and loyal customers tomorrow, please contact:

amfiala@gmail.com

Sources: Deloitte