Black Friday, the “holiday” usually associated with long lines and crazy in-store shoppers has started to make the transition towards online sales. In fact, last Thanksgiving shoppers spent 1.9 billion online rather than in brick and mortar stores. More specifically, this eCommerce revolution is being driven by mobile commerce. According to eMarketer Pro, in the last quarter of 2016 mobile sales jumped by 45%, and this year retail mobile commerce sales are expected to increase 51.9%, surpassing $100 billion for the first time. With these kinds of numbers and more and more shoppers planning to use their mobile devices to assist in the weekends shopping, cellphones will be the most important medium this holiday season. Here are a few tips on how your brand can draw in customers through their mobile devices.
Knowing that shoppers are going to be focused on their cellphones it is important to get creative with mobile advertisements. Ads should be created with a mobile format in mind, for example, using Snapchat. Snapchat is a mobile-only app with over 173 million users daily. Creating a Snapchat ad is a great way to increase product awareness and reach a target audience. Another valuable tip is to make your brands website mobile friendly. Nothing turns costumers off more than a complicated website. Reducing the number of clicks it takes for consumers to get from their shopping cart to the checkout button is a great way to drive sales. Mobile shopping should be painless because customers are much more likely to complete their purchase if the process is quick and seamless. Tailoring your message to millennials is also a great way to drive mobile sales. Millennials are the mobile generation. With more than 50% spending over 3 hours a day on their smartphones, there is no arguing that they are going to be a target audience for mobile shopping. In fact, about 74% of millennials let social media influence their purchase behavior, and being a millennial myself I can say that the our generation values authenticity, positive reviews, and well placed ads that clearly display the product being sold.
With the spike in mobile sales this holiday season it is key to target customers who are sitting by a warm fire browsing through their smartphones for deals. So, as 2017 comes to an end brands should start focusing on their mobile market by taking advantage of apps like Snapchat, making sure their mobile-sites are easy to navigate, and targeting younger generations that spend a large amount of time on their cellphones.