With the use of mobile phones only set to increase in the coming years, it’s important your fashion brand is ready to deliver the mobile customer’s shopping demands. To be able to truly deliver, your brand needs to adopt a mobile-first approach to its strategy.
In an article produced by Econsultancy last year, they stated that retailers are missing out on a ridiculous £6.6bn a year by not going mobile. So with the mobile uptake steadily climbing, you need to jump on the mobile bandwagon before it’s too late, so here are our tips on how to build a mobile-first strategy!
Understanding your mobile customer
Firstly, as a fashion marketer, it’s important that you get your head around the fact that your mobile customers should be analysed and understood completely separately from any other customer. You might already have robust buyer personas that your strategies currently depend on for direction, but in order to truly understand your mobile customer, you need to create mobile-specific personas. How they interact online will be very different to the behaviour of the desktop customer.
Always think mobile
Any person or department working with you on your strategy from creation to implementation needs to constantly think about the mobile user. Does research suggest the design change you’re suggesting compliment the mobile user’s experience? Have you taken the mobile customer journey into account through every new product placement on your site? The consumer has so many choices at the touch of a button, you need to make sure your brand really speaks to them, otherwise they’ll simply pop over to your competitor.
Integrate online with offline channels
Even though footfall has fallen significantly over past years through the UK high street doesn’t mean you should discount connecting your online and offline channels. With 7 in 10 people now owning a smartphone, the chances are that those people browsing your store have access to their smartphone. Encouraging your customer to log into your Wi-Fi and push notifications and vouchers their way can help connect your offline channel to the mobile customer, whilst improving your store transactional rate, win-win!