Guest Blog by Stacy Adams
This year, the retail holiday season is shorter than normal. Six fewer days between Thanksgiving and Christmas embeds a sense of urgency in retailers to recruit and retain customers in an already competitive space. Brands must differentiate themselves from competitors to meet near-term sales goals, while also laying a foundation for long-term relationships with consumers that extend beyond the holiday season. While an admittedly crowded environment, retailers can use the holiday sales and return seasons to engage consumers, expand their mobile repertoire beyond coupons, and win customers they can nurture into brand advocates in 2014.
Resources are at Brands’ Fingertips
Companies already know consumers are willing to connect with them on their mobile devices. In fact, a survey conducted by Millward Brown Digital on behalf of mBlox earlier this year found that 73 percent of respondents reported they have received a text or push message from a company, and 68 percent found it valuable. Further, 80 percent of consumers are willing to share information with brands to receive a text message.
The data shows that consumers are more accepting of text messages than ever before, and the opportunity is huge for retailers to interact with consumers over mobile channels. Plus, the infrastructure, technology and reach of mobile devices is improving every day as more and more consumers have their devices nearby at all times. This confluence of consumer interest and technology adoption provides brands an opportunity to establish meaningful, lasting and personal relationships with consumers.
It’s not Just About the Coupon
Coupons are an inherent part of a brand’s mobile engagement strategy. Our survey found 59 percent of respondents prefer to receive SMS or push messages with an offer or a coupon when receiving communication from companies. However, couponing is only the beginning and should not be the cornerstone of a brand’s mobile strategy. Best-in-class mobile interaction is made up of more than just your standard “BOGO,” savvy brands engage in customer care, ensuring they aren’t just bombarding their customer base with coupons.
The challenge many brands face is getting beyond the couponing mentality. Care goes beyond cost savings to the broader experience. For example, instead of a coupon, retailers may provide better shipping and returns options for opt-in text recipients, or an SMS message can remind opt-in consumers about a soon-to-expire rewards offer. This shift to a care-centered model isn’t just a short-term trend but is primed to become the norm in 2014.
Care is Proven to Work
Creating the best customer experience is retail 101. Mobile customer care takes those principles to the mobile device, creating a personal and meaningful experience for potential and existing customers. Brands will share customized information with engaged consumers, appealing to an individual’s specific interests. This engagement ensures the consumer experience will continue long after they walk out of the store or close a browser. For example, retailers can use mobile to invite consumers to VIP events at local stores, driving brand affinity and foot-traffic, or retailers can solicit feedback in the form of a customer survey that can improve the consumer’s future experience with the brand. Not only do these exchanges nurture the consumer relationships in real-time, they provide valuable information brands can use to deepen and strengthen their customer relationships beyond a one-time purchase.
Mobile Care Starts Now
Customer care is a well-established need in retail, especially as brands seek to gain wallet-share in a competitive retail environment. In order to be successful, care practices must extend across all channels (in-person, online and mobile, among others) to create a complete, personal and unique experience for shoppers. The mobile channel is an essential next step for retailers to engage customers, and create a well-rounded and valuable shopping experience. These practices enable brands to evolve shoppers from one-time customers to brand advocates. The opportunity is there, and the time is now for brands to use care-centered programming in a relatively untapped channel.
Stacy Adams is vice president of marketing for mBlox.