A solid mobile strategy is a must-have for brands

Without a doubt, 2015 was mobile’s moment to come to the fore. In the last quarter of the year, for example, mobile devices were used in 30 per cent of online retail transactions. So how can smaller retailers who have developed this channel make sure it runs as effectively as possible?

Smarten up your mobile site

With mobile such an important part of sales strategies today, it is crucial that mobile sites are in top condition. Aside from anything else, websites can have a huge impact on the success of an app; consumers are unlikely to download an app if a mobile site is unattractive and difficult to use. So how can retailers make their mobile sites as attractive as possible?

People browse on mobile because it is easy on the move. They want hard-hitting messaging and the bare essentials. Instead of big blocks of text, it makes sense for retailers to display and advertise their products in a variety of shapes, sizes and colours to attract as much attention as possible. Expandable images for browsing are also a great way of making a mobile site appeal to a customer – people want to get up close and personal with their product, and be sure of their purchase before they commit to the final tap.

Multi-format platforms

Consumers are time poor, and this impacts on their attention spans – for your average customer it’s easier to see a product in action rather than read about it. Some 50 per cent of mobile traffic already consists of video, and this is only set to grow – by 2017 this is predicted to reach 69 per cent. This makes video a great opportunity for nimble smaller businesses to market products in a different way – one that customers find easier to consume while they’re on the move.

Read more about the mobile space:

As well as video, infographics are a fantastic way of displaying key information in more digestible chunks, in order to boost sales. When developing an infographic about a product, for example, brands should consider what benefits the product brings to a particular part of a consumers’ life, how many people rate it, and where is it most popular. Interactive content is also a big plus – maps to locate where your products are sold in-store, stock trackers to allow customers to see where the products are, and reminders to push them further toward a sale. There should also be an easy link to download an app – once again pushing consumers to another channel that we know they like to buy from.

Wrapping up your mobile strategy

Mobile strategies are hardly new. In fact, most technologically-savvy retailers will now be well-versed in how to make the best use of mobile. Some are even looking at solutions such as apps as another way of reaching for mobile success – recognising that their usability, simplicity and streamlined processes appeal to users and can maximise conversion rates as a result.

For smaller retailers there are many ways to take a first step into the world of mobile and improve strategy. This is important; as consumers become more used to shopping on mobile, brands need to enhance their strategy in order to succeed. Tighter sites and more engaging content are the right places to start – proven to be key to boosting browsing and conversion rates, and contributing to building your brand.

Thomas Jeanjean is European MD of the mid market business at Criteo.

Meanwhile, Shane Nolan, Google UK & Ireland’s director of SMB sales, shares three simple steps to ensure your business is mobile-ready.

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