Mobile is a dominant force in holiday shopping. Here’s how you can make the most of the mobile trend in the crucial fourth quarter.
The Shape Of Things To Come
When researchers crunched the numbers for the past couple of holiday shopping season, one fact stood out like a high-flying reindeer. Purchases made on smartphones and tablets exceeded $12.6 billion, rising 59% over the 2014 season. Given mobile’s continued growth, the implications are clear: retailers who do not have a solid mobile strategy for the holiday season will likely be left out in the cold. How can you make the most of mobile in the crucial fourth quarter?
Searching For Success
Today’s shoppers rely on their phones and tablets for search on-the-go. That’s where your mobile strategy begins. Your business website should be optimized to rank high in search results. Your listings in any online directories (Google Places for Business, Yelp, Citysearch, MapQuest, etc.) should be accurate and up-to-date. Finally, make sure Holiday business hours and closings are accurately represented everywhere your business appears online.
Make It Work On Mobile
Speaking of your website, its design and functionality should be tailored to please mobile users. As Americans spend less time on their desktops and more on their smartphones and tablets, they have shown little patience for sites that prove slow to load and difficult to navigate on mobile devices. Your site’s search box should be large and easy to use. Keeping it permanently displayed will significantly boost onsite search activity from mobile users. Keep copy on webpages light, focusing on specific, necessary information. And make sure photos and other graphic elements are sized and compressed to speed load times.
If you sell online, do everything you can to optimize your checkout process. Final purchase is often the clumsiest part of mobile shopping, and you don’t want to lose customers at the most critical moment in their experience.
Your Mobile Advertising Strategy
Whether you sell online or not, mobile advertising is an ideal way to promote your business. Reaching consumers on the move at the busiest time of the year is essential to holiday retail success. You can go the extra mile with powerful tools like geo-fencing, which allow you to present your store when consumers in your vicinity search for everything from product categories to specific brands. It can also block your competitors’ ads within a defined geographic area. This ensures your site becomes the ideal showcase for your holiday offers.
Remember that Americans use their smartphones and tablets to access their email, as well. Despite being in use for over two decades, email remains one of the most potent, cost-effective digital marketing tools around. Make sure your holiday emails are formatted to work well on mobile, and contain worthwhile offers. Keep subject lines and calls-to-action strong. And in the spirit of the season, make your email list and check it twice, eliminating expired, duplicate, and inaccurate addresses.
The Social Side
Of course, Americans use their phones to interact with social media, too. Your presence on all appropriate social sites needs to be engaging, up-to-date, and in line with the rest of your holiday messaging. Facebook, Instagram, Pinterest, and Twitter offer excellent opportunities to showcase products and services.
Your Holiday Helpers At Michigan.com
If you feel like you’re behind on your holiday marketing efforts—mobile or otherwise—don’t worry. We’re here to help with winning strategies that grow your brand and your business. To learn how we can make your holiday sales season merrier, contact us online or call 313.222.2775 today.
Sources: Fabiani, Elizabeth, Mooney, Allison, July 2016, “This Holiday Season, Watch For These Three Shopping Trends,” Google, thinkwithgoogle.com. Lee, Lisa, “Holiday Readiness Pt. Two: Mobile Will Own Christmas Holiday 2016. Are You Ready?” Blogs, Salesforce Commerce Cloud, August 11, 2016, blog.demandware.com. Listrack Staff, “2016 Holiday Predictions,” Blog, Infographic, Listrack, Fall, 2016, in.listrack.com. Matukaitis, Christa, “All Retailers Want For Christmas,” Blogs, Salesforce Commerce Cloud, August 1, 2016, blog.demandware.com.