best practices for retail & ecommerce to win … focus of the e-book will be best practices for...

Netmera Mobile App Engagement Platform

The mobile revolution is transforming the way consumers shop both in retail stores and online. It is becoming more and more important for the marketers in retail and e-commerce sectors to win omni-channel shoppers. This e-book focuses on mobile marketing insights and best practices for the retail and e-commerce sectors.

Best Practices for Retail & Ecommerce to Win Consumers via Mobile Marketing

Foreword Studies and industry reports show that there is a mobile revolution

happening all over the world and within this revolution, concepts like mobile

shoppers, micro-moments and omni-channel shopping is gaining

importance among marketers in all sectors. This e-book covers mobile

marketing insights and best practices for retail and e-commerce sectors by

diving into micro moments and omni-channel shopping.

ccording to Google, 68% of smart phone users check their phone within 15

minutes of when they wake up in the morning. Moreover, Mitek and Zogby

Analytics reported that 87% of smartphone users always have their smartphone

at their side, day, and night. Similarly, KPCB pointed out that we check our

phones 150 times a day and according to Comscore, we spend 177 minutes on

our phones per day. All these numbers emphasize the importance of mobile

devices in our daily life.

Behind these numbers there are countless

mobile interactions, like checking Instagram

via mobile device while waiting to pay in a

supermarket line, texting to a friend via

Whatsapp while checking sneekers at a

department store and sharing location

information while drinking coffee at a mall.

These types of moments are crucial for

brands because brands have an

opportunity to engage with their customers

and/or prospects at these mobile moments.

68% of smartphone users check their phone within 15 minutes when

they wake up in the morning. 87% of

smartphone users always have their smartphone at their side, day, and night

A


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In this e-book consumers’ mobile moments

regarding retail and e-commerce sectors are explained

in detail along with insights and best practices for

marketers. Since consumers are very open to the

influence of brands at their mobile moments while they

are giving decisions, marketers should be ready to take

action at the mobile moments of consumers.

The major aim of the book is to provide insights to

the readers about mobile micro moments, omni-channel

shopping, mobile shoppers, mobile marketing and

engagement in retail and e-commerce sectors

This e-book is prepared by Netmera Marketing

Team. You can reach us via [email protected]

Who should read this e-book?

This book is prepared for marketers

in retail and e-commerce

businesses in order to provide them

insights and best practices

regarding mobile marketing and

engagement. If you are interested

in mobile marketing and

engagement best practices in retail

and e-commerce sectors — this

book is for you.


4

Introduction oogle defines mobile moments of consumers as ‘micro-moments’ and divides

them into four as ‘I want to know’, ‘I want to go’, ‘I want to buy’, and ‘I want to do’

moments. These micro-moments are crucial to marketers since they can be

regarded as critical touch points within today’s consumer decision making

journey.

In each micro moment stage, marketers should

decide their mobile marketing and engagement tactics

in order to ‘be there’, ‘be useful’ and ‘be quick’

All these micro moments are especially significant for

retail and ecommerce because these businesses are

directly affected by actions taken by consumers in their

decision making journey.

This is strongly supported by the following statistics;

•  82% of smartphone users say they consult their

phones on purchases they’re about to make in a

store;

•  there is a 20% increase in mobile’s share of online

retail session;

The importance of mobile marketing and engagement is

increasing in retail and e-commerce sectors.

GMicro

Moments

I want to know

I want to go

I want to buy

I want to do


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Mobile is changing the entire consumer shopping

behavior both in retail stores and online. That’s because

main focus of the e-book will be best practices for retail

& Ecommerce to win consumers via mobile marketing

Mobile marketing and engagement tactics for retail

and e-commerce sectors will presented for four different

micro moments as ‘I want to know’, ‘I want to go’, ‘I want

to buy’, and ‘I want to do’.

In the following chapters best practices for ‘being

there’, ‘being useful’ and ‘being quick’ can be found in

order to win micro moments.

How Retail and E-Commerce Marketers can win at micro moments?

Answers to this question will be

provided in the following chapters.

In general, marketers should be

there, useful and quick while

consumers are in ‘I want to know’, ‘I

want to go’, ‘I want to buy’, and ‘I

want to do’ moments


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Chapter 1 Being There

very marketer wants to ‘be there’ for their consumers especially at their mobile

moments. That’s mostly because appearing in front of consumers at their mobile

moments bring highest conversions for marketers. For instance, a joint study by

Google and Ipsos study shows that 1/3 of smartphone users has purchased from a

company or brand other than the one they intended to because of information

provided at the moment they needed it.

E

1/3 of smartphone users have purchased

from a company or brand other than the one they intended to

because of information provided at the moment

they needed it.

Being there at consumers’ mobile moments such as mobile searches, app

interactions, mobile site visits, or mobile video views are crucial for marketers

especially for Retailers and E-commerce firms. In this chapter mobile marketing

insights and best practices for different mobile moments will be put forward.


7

Being there gives a chance to

brands to address consumer needs at

the right moment, and help their

consumers to move along their

decision making journey. In addition,

being there also helps marketers to

deepen their relationship with their

customers in order to increase their

loyal customer base and increase

lifetime values of their customers.

Best ‘Being There’ Mobile Marketing Practices for Retail and E-Commerce Sectors

I-Want-to-Know Moments: At ‘I want to know’

moments consumers are in exploring mode. At this

micro moment they want useful information and

sometimes inspiration.

For retailers sending push notification when

their customers are in store to provide further detail

regarding products can be given as an example of

being there at a ‘I want to know’ moments.

For e-commerce brands, in-app pop-ups that

appear in front of customers who are searching for

information within mobile app can be given as an

example.

I-Want-to-Do Moments: These are “how to”

moments when people want help that’s why at this

micro moment being there with the right content is

crucial.

For both retailers and e-commerce brands

mobile video ads targeted to ‘how-to’ sentences

related to products located in retail store and website

can be used to ‘be there’ at ‘I want to do’ moments.

.

Netmera Push Notifications

In just over a decade, mobile

phones have gone from a

luxury item to an everyday

essential, with smart phones

dominating our

communications. 80% of our

phone use is now spent on

mobile apps, so how can

businesses deliver their

message now that smart

phones are overtaking TV as

the main media customers

interact with?

Push notifications are a great

answer to this question.

Reach us via

[email protected] to meet

with Netmera’s Push

Notification Services


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Best ‘Being There’ Mobile Marketing Practices for Retail and E-Commerce Sectors

I-Want-to-Go Moments: At ‘I want to go’

moments mostly consumers are looking for a local

business or are considering buying a product at a

local store.

For retailers mobile search ads targeted for

specific locations can be used to increase foot traffic

of retail stores.

For e-commerce brands, similarly mobile

search ads targeted for specific locations can be

used to increase mobile site traffic.

I-Want-to-Buy Moments: These are the

moments where someone is ready to make a

purchase and may need help deciding what or how

to buy.

For retailers sending discount via push

notification by using beacon or other location sensing

technology when consumer is at a retail store can be

given as an example.

For e-commerce brands, sending discount via

push notification to a consumer who abandons his/

her cart is an example of timely engagement.

.

Netmera Beacon

Management

Beacon technology allows

you to engage with customers

via mobile applications while

they shop in your store, and

analyze user behaviors to

create powerful new

campaigns.

Via Netmera Beacon

Management you can know

who enters your store and

when, specific purchasing

habits, favourite products, and

customer payment choices.

For more info reach us via

[email protected] and meet

with Netmera’s Beacon

Management


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Chapter 2 Being Useful

or increasing the number of loyal customers marketers need to do more than just

be there at consumers’ I-want-to-know, I-want-to-go, I-want-to-do,

and I-want-to-buy moments. Marketers need to be useful by providing relevant

information when consumers need it. Thanks to increasing mobile usage , being

useful is more achievable than ever.

F

Only 9% of users will stay on a mobile site or app if it doesn’t satisfy

their needs (for example, to find

information or navigate quickly).

For instance according to Google and Ipsos; only 9% of consumers will stay

on a mobile app if it doesn’t satisfy their needs (for example, to find information or

navigate quickly). In this chapter mobile marketing insights and best practices for

different mobile moments such as ‘I want to know’, ‘I want to go’, ‘I want to buy’, and

‘I want to do’ will be put forward for retail and e-commerce marketers.


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Mobile technology provides a rich

understanding of context to

consumers’ underlying intent and that

context provides powerful clues for

how brands can be most relevant and

useful for consumers at their moments

of need. Being useful at these

moments are very important for

marketers because if marketers can

not provide utility to their customers,

they can leave the brand forever.

Best ‘Being Useful’ Mobile Marketing Practices for Retail and E-Commerce Sectors

I-Want-to-Know Moments: At ‘I want to know’

moments consumers are in exploring mode. In this

micro moment they want useful information and

sometimes inspiration.

For retailers giving further info regarding

products when consumers are in store by using

beacon technology can be given as an example for

being useful.

For e-commerce brands, in-app popups that

appear in front of consumers who are having hard

time while navigating within app can be given as an

example for being useful

I-Want-to-Do Moments: According to Google

and Ipsos 53% of smartphone users feel more

favorable towards companies whose mobile sites or

apps provide instructional video content.

For both retailers and e-commerce brands

adding instructional product videos to their mobile

sites and/or apps can be a way to ‘be useful’ at the

very moment when their customers are trying to

understand the product.

. Mobile Marketing Insights and Best Practices for Retail and E-Commerce Sectors

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Netmera In-App Popups

Netmera In-App Popups can

be triggered by user actions

within your app, in-app

popups help users access

targeted content that is

responsive to their needs and

behaviours, even if they have

disabled push notifications.

In-App popups are great tools

for the marketers who want to

impact consumers’ choices

when they are searching

information within their apps.



with Netmera’s In-App

Popups

Best ‘Being Useful’ Mobile Marketing Practices for Retail and E-Commerce Sectors

I-Want-to-Go Moments: According to Google

and Ipsos %61 of smartphone users say they’re

more likely to buy from companies whose mobile

sites or apps customize information to their location.

For retailers showing a nearby store where a

particular searched-for product is in stock can be a

good example for being useful at ‘I want to go’

moments.

For e-commerce brands, sending tailor made

offers via interactive push notifications by targeting

specific locations like malls, shopping centers, etc.

can be used to catch consumers by being useful who

are at ‘I want to go’ moments.

I-Want-to-Buy Moments: At these moments

customers should be empowered to purchase in

whatever way suits their needs, whether in-store, on

mobile, via call center or across devices.

For retailers enabling mobile payment via NFC

and for e-commerce brands enabling easy and quick

payment with appropriate user experience within

mobile app can be used as ‘being useful’ tactics at ‘I

want to buy’ moments.

.


12

Netmera Interactive Push

Notifications

With interactive notifications,

users can respond to you

effortlessly by just touching

the buttons you sent within

the notification, there is no

need to open the APP.

Your app users can respond

to your push notifications

immediately! You can provide

them with a call to action and

ask them to opt-in, purchase

or read something and get

your response right away!



with Netmera’s Interactive

Push Notifications

Chapter 3 Being Quick

ccording to Google and Ipsos 29% of smartphone users will immediately switch to

another site or app if it doesn’t satisfy their needs quikcly (for example, they can’t

find information or it’s too slow). In other words, for marketers being fast is a

crucial concept for both customer acquisition and retention plans. Mobile

technology, particularly creates a behaviour change in consumers toward

expecting speed in their relations with the brand in all channels including store,

web, app, call center, etc.

A

29% of smartphone users will immediately

switch to another site or app if it doesn’t satisfy

their needs (for example, they can’t find

information or it’s too slow).

Google’s research shows that more than 1/3 of smartphone owners are

usually in a hurry searching for a local business on their smartphone; 40% of them

are usually in a hurry while looking for instructions on their smartphone and 28% of

them are usually in a hurry while buying something on their smartphone. These

numbers emphasize importance of being quick for retail and e-commerce sectors.

Following pages will give actionable insights for marketers in these sectors.


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Google puts forward some different

ways for brands to be quick in front of

customers such as eliminating steps

and anticipating needs. Marketers

should deploy appropriate strategies in

these areas in order to win micro-

moments for their customers and/or

prospects.

Tactics and Insights in Eliminating Steps for Retail and E-Commerce Sectors To be quick by eliminating steps retail and e-

commerce brands can deploy 3 strategies;

1- Implementing One-Click Functionality:

Both for retail and e-commerce apps adding

‘instant buy’ buttons will enable consumers to finish

their transactions quickly.

2- Helping the User Fill in Forms:

Both for retail and e-commerce apps one-click

order will enable consumers to finish their

transactions quickly.

3- Providing Alternatives to Finish the

Transaction:

For retail brands providing location based

discount push notifications for directing consumers to

retail store or for e-commerce brands sending

interactive push notifications to the consumers who

abandon their shopping basket will enable

consumers to finish their transactions quickly.

.


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Netmera E-Commerce App

Engagement Solutions

With Netmera you can;

Prepare exceptional push

notifications, powered with

HTML5 and rich media.

Use advanced targeting tools

such as user preferences,

usage behaviours, geo-

location, geo-fences, and

automated responses.

Analyse your results and

distribute reports to third

parties.

Have multiple products and

features work harmoniously

together and with your

existing systems.


[email protected]

Tactics and Insights in Anticipating Needs for Retail and E-Commerce Sectors To be quick by anticipating needs retail and e-

commerce brands can deploy 3 strategies;

1- Putting the Big Stuff First

Both for retail and e-commerce call to actions are

one of the most important concepts. Retail brands can

send location based push notifications with call to

actions; e-commerce brands can use in app pop-ups

containing call to actions that are triggered by specific

user actions.

2- Being Location-Aware

Both for retail and e-commerce apps

communicating with target audience by using their

location such as sending location based discounts with

interactive push notifications will increase conversion

rates.

3- Looking at Past Behaviour

Both retail and e-commerce app marketers can

use push notifications according to their customers’

past behaviors such as leaving an item in the shopping

basket. Push notifications can be sent to these

customers to enable them finish their shopping.

.


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Netmera Retail App

Engagement Solutions

Imagine customers locating

items on a store map from a

phone, scanning barcodes to

access product information

and reviews, managing a

digital shopping cart, or

checking out with a sales

person anywhere in your

store. Netmera’s mobile

solutions for the retail industry

will transform the future of

shopping, giving both

customers and retailers the

tools to do more in less time,

and engage on a more

personal level.


[email protected]

FEATURED CUSTOMERS

As the leading flash sales site in Turkey we are glad to work with Netmera as our push no8fica8on provider. Netmera as our partner brings enough industry experience for advanced mobile marke8ng services. A flexible, easier-‐to-‐use environment is provided for crea8ng no8fica8on campaigns that engage mobile app users at the

op8mal 8me. Since working with Netmera we see significant increases in traffic and revenue through our mobile apps. Netmera helps also to op8mize mobile engagement by providing strategy and crea8ve support

which can be used 7/24.

Mobile apps are increasingly important in our digital strategy and the services provided by Netmera significantly improved our daily ac8ve users and user engagement of our apps. Using their cloud services we were able to roll out and fine tune our campaigns. The ability Netmera gave us to target very accurately users

or various segments was also cri8cal in this success. The Netmera Team are proac8ve and very quick to respond to our demands. We plan to expand our partnership with Netmera in addi8onal apps and we see

significant value in the deployment of their technology.

NETMERA SOLUTIONS

Push Notifications

Interactive Push Notifications

In-App Pop-ups

Segments & Targets

Engagement Analytics

Geolocation

Beacon Management

User Management

CONTACT US

İstanbul

London

OFFICE 6-‐8 Bonhill ST, London EC2A 4BX

PHONE

+44 207 1938498

EMAILS For technical ques8ons: [email protected]

For info about pricing and products:

[email protected]

General feedback and ques8ons: [email protected]

NETMERA is a Mobile Application Engagement Platform. We offer a series of development tools and app communication features to help your mobile business ignite and soar. Our platform will increase your mobile engagement with SMART campaigns and EASY data analysis features. Netmera Mobile is developed by a passionate team! With our love for mobile technologies and mobile apps, and passion for transforming the technology to easily consumable services for developers and marketers, we created Netmera. Our team is a harmonious combination of developers and marketers. .

www.netmera.com

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