Tag Archives: purchase

Mobile Technology and Retail Staff

Over the past couple of posts, we’ve looked at how many consumers are “showrooming” and the reasons why they use a mobile device in-store.  Today, we’ll look things from the retail associates point of view.  At the end of the day, most of your staff wants to help shoppers and for you to be successful.   It could be that they know that if customers are not satisfied they will shop elsewhere and that could jeopardize your ability to keep them on.  A recent report looked at how retail associates viewed mobile technologies and the impact it could have on shopping.

shutterstock_87422684• Almost half of shoppers said that they have a better experience when sales associates use technologies to
assist them

• Two-thirds of surveyed retail associates recognized the positive effect of mobile loyalty account access on the shopper experience

• Over 80% of retail associates thought that improving in-store communication between managers and staff would have a positive effect on shopper satisfaction

• Nearly 60% of retail associates think that mobile point of sale promotion made for better shopping experience

• More than six in 10 retail managers agreed that they need more real-time information to ensure that customers are satisfied

What Does This Mean To You?

As we embark on a new year, it’s time to take a fresh look at how your company utilizes technology.  Many small companies cannot afford to outfit their sales staff with mobile devices, but would it be worth it to install free wi-fi and stipend customer service staff for part of their data plan?  While this investment might be tough during budget conscious times, it could end up saving you money and customers in the long run.

• Over 70% of shopping-related walkouts resulted in lost sales

• Each abandonment occurrence resulted in an average loss of $118

• Retailers can recover 69% of out-of-stock incidents if retail associates can offer in-store ordering and home shipping

A strong mobile strategy will not only help engage consumers but also help you generate more in-store sales and stay connected with your staff.  For more information on becoming more mobile-ly enabled, please contact your Sun Sentinel representative or:
Julie Otto
Research Manager

Source: Motorola


Mobile Making New Brands Relevant

It’s never easy to establish yourself with consumers.  Competition is tight and consumer loyalty can be difficult to attain.  Mobile devices are a double edged sword when it comes to this.  Smart phones and tablets have made it easy for people to find to find your business, but it’s also made it easy for them to compare prices and find deals.  New research has become available that shows how mobile device owners find out about new products and businesses.

shutterstock_110330516• Two-thirds of smart phone owners have geo-location applications on their device, this makes it easy for shoppers to see the places they want to shop and how close your store may be to them

• Nearly 80% use search engines to find new products

• Over 30% use online ads and digital product reviews to discover new brands or products

• Just under a quarter have found new products through either Facebook posts or ads on Facebook

• 7% used twitter posts or ads and 6% saw a new product on Pinterest

What Does This Mean To You?

Technically, mobile should be thought of as a platform and not a solution.  There are many solutions that can be classified as mobile.  Geo-location apps, shopping apps, QR scanning apps are all native mobile solutions but there are other solutions that are becoming mobile-centric.  Because email, search and social networking are all becoming more mobile in nature, marketing via these channels could also be classified as mobile.  It’s more important to classify them in the way consumers are using them and develop campaigns that way.  For more information on making more money through mobile, please contact your Sun Sentinel representative or:
Julie Otto
Research Manager

Source: Mobile Commerce Daily; Forrester

Mobile Pushes Product Awareness

Mobile devices have changed the consumer buying cycle.  The need for purchase information and quest for the best deal possible has put a tremendous amount of buying power literally in the hands of shoppers.  A new report has been released that shows how smart phones affect the ways consumers seek out new products.

shutterstock_89941738• Nearly 40% of adults nationally own a smart phone

• Nearly six in 10 smart phone owners actively look for new products and information

• That’s nearly 40% higher than adults who do not own a smart phone

• 56% of smart phone owners research products via their device

• Over 30% make purchases on their smart phones at least once a month

What Does This Mean To You?

Your mobile site is an anytime, anywhere sales platform. It allows smart phone owners to research your products and services when you are top of mind. This eliminates consumers from trying to remember that thing they wanted to buy when they were at that place that one time. Smart phone owners are also valued customers who tend to make more purchases. When you compare smart phone owners to adults in general, smart phone owners are more likely to purchase:

• Electronics & computer equipment

• Furniture and mattresses

• Appliances

• Homes

• Vehicles

By effectively promoting your mobile site and m-commerce capabilities you’ll be reaching more potential customers and letting them you are open for business then they want to shop. Your mobile solution will only be as effective as your marketing strategy. Staying in front of your best prospects and reinforcing the fact you can save them time and money is key. For more information on how to efficiently promote your mobile capabilities, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager

Source: Mobile Commerce Daily; Forrester; The 2012 Scarborough Multi-Market Report Release 1

Social Media Influences Impluse Purchasing

Social media continues to evolve as a marketing and sales tool.  Originally, it was seen as a way to create awareness and organizational branding.  Then it moved into an instrument that helps companies connect with consumers.  The next step was brand evangelism – where brand fans become an extension of the company’s marketing department.  Social media is beginning to become a revenue stream with social retailing.  Now, new research is showing that social media is affecting now affecting sales by influencing impulse sales.

• In the past two years, the number of consumers who follow brands on social media has more than doubled

• 36% of consumers who follow a retailer on social media said that updates from that retailer had let them to try a new product

• One in six consumers made a purchase from a particular brand because their friends or family follow a that brand on social media.  This includes nearly one in four shoppers under 35

• More than one in five shoppers have been motivated to make an unplanned purchase because of social media

• 15% said that social media postings caused them to spend more than they planned at a retailer

What Does This Mean To You?

Social media offers your company a wide variety of tools and options.
From the ability to target shoppers, create loyal customers and increase
your awareness.  Social media is now developing as a way to direct sales
of a particular item and increase per trip sales. We are now starting the
busiest time of the year for retailers and social media can help you have
the best holiday sales season possible.
Here are just a few ways you can utilize social media during the holidays:

• Create an “insiders” twitter feed and fan page on  social entities with
special pricing

• Offer free or discounted shipping tied to a loyalty program to those who “like” or follow you on social media – Last year, Free shipping was mentioned as the top reason consumers chose on retailer over another for holiday shopping

• Reward consumers who give positive social media feedback about your business.  These offers can range from discounts to gifts with purchase or early/late convenience shopping programs

The fact is that consumers are using social media and the more you promote your social offerings, the more you optimize your social marketing and the more integrate them into your total marketing campaign – the better off your business will be.  In tomorrow’s post, we’ll look into other digital tools that are influencing where people are shopping.  For more information on how to grow your business and have a great holiday season through social media, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager

Source: The Ryan Partnership; Ipsos

Mobile, Not Just Social But Local As Well

Mobile technology represents true media and content convergence.  Smart phones and tablets can be considered an extremely effective, high tech direct response tool for local businesses.  It is also becoming the preferred avenue for social media interaction.  New research points to how local information seekers use their smart phones and how socially engaged they are.

• Over half of smart phone owners check social networks via mobile device on a daily basis

• 77% of those who looked for local information contacted a local business; nearly 60% visited
a location

• Nearly 90% of mobile consumers who seek local information take action that same day, 36% act immediately and almost 40% take action within a few hours

• Over 40% of those who sought information made a purchase, more than a third made an
in-store purchase

What Does This Mean To You?

Smart phones give you access to consumers on devices that they are rarely without and mobile ads drive action.

• Nearly half of consumers who saw a mobile ad took some kind of action

• Over a quarter contacted the advertiser

• A third visited the company’s location

• Half made a purchase

Consumers use their mobile devices for many reasons and these reasons can effect your business and drive sales for your company.
Search – An effective SEO program will create awareness for your business and make sure that consumers on both mobile and desktop devices contact you and not your competitors
Social – Reputation management is extremely important when it comes to social media.  A poor social
reputation will drive customers to your competitors
Mobile Advertising – Don’t just slap your ads on to any mobile sight. Make sure that sight is targeted to your best prospects and the content is relevant to the people you want to reach.  For more information on fully realizing all mobile can offer to help you be successful, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager

Source: RocketFuel

Top Researched And Purchased Products Via Tablet

In yesterday’s post, we looked at how consumers view advertising on tablets and the actions of tablet users after seeing marketing messages.  A large percentage of tablet owners made purchases or researched products on their tablets.
Today, we’ll look at the products that are researched and purchased most often.

• The top researched categories are consumer electronics (37%), restaurants (36%), media & entertainment (35%) and retail & apparel (35%)

• Three in 10 tablet owners researched foods and beverages, sports/recreation/hobbies and travel services

• Nearly 30% researched beauty and personal care items and roughly one
in four looked for automotive or health
related products

• In the past 12 months, tablet owners purchased nearly $360 worth of products via their device

• Over 20% of tablet users purchased media & entertainment products and
retail & apparel items

• Nearly 20% purchased consumer electronics and personal care/
beauty products

• Other categories that tablet users purchased were restaurants (16%), food & beverage (15%) and travel services (13%)

What Does This Mean To You?

How can tablet advertising affect sales to your business?
In the next 12 months, adults who own a tablet in Metro Orlando are more
likely to purchase:

• Furniture

• Appliances

• High definition televisions

• A home

• A new, used or leased vehicle

Tablet owners are also more likely to have flown domestically or internationally, stayed in a hotel,  attended a movie or purchased a ticket to a concert or professional sporting event.

Tablets can help your business connect with consumers, create awareness about your products and  increase sales.  For more information on tablets can help grow your business, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager

Source: Center For Media Research; OPA; Frank Magid Associates; The 2012 Scarborough Report, Release 1

Engaging Hispanic Consumers

According to the latest census, 16% of the US population is of Hispanic origins.  This consumer group, that is over 50 million people strong, has grown by 43% in the past decade. Any consumer group with that much growth cannot be over looked.  New research has become available that details attitudes of Hispanic consumers.  Knowing this type of information is the key to your business leveraging Hispanic consumers and engaging an untapped market.

• 35% of Hispanic consumers nationally said that Spanish language labels help them select products they want, that jumps to 55% among Spanish language dominant Hispanics

• Nearly one-third of Hispanic consumers said they paid more attention to products that are advertised in Spanish

• 29% of Hispanics stated that Spanish language advertising is important because it’s the best source of information when making a purchase decision

• Almost 40% of Hispanic shoppers said that when a company advertises in Spanish they feel like the company respects their heritage and wants their business

• More than 35% of Hispanic consumers and nearly half of Spanish language dominant Hispanics intimated that they were more loyal toward companies that show appreciation for their culture by advertising in Spanish

What Does This Mean To You?

Just how important are Hispanic consumers?
Over one in five adults in Broward and Palm Beach Counties are of Hispanic origins and nearly half have children in their households.
Hispanic adults are also much more likely than the market to buy a home, vehicle, furniture, mobile device and consumer electronic product.
The first step in creating a loyal relationship with Hispanic consumers is reaching them.  For more information on targeting Hispanic consumers and getting results, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager

Source: Advertising Age; Experian Simmons; The 2012 Scarborough Report, Release 1