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How Can a 5-Year-Old’s Mindset Guide Your Mobile Commerce Strategy?

Think like a child for mobile commerce success

To achieve a successful mobile commerce plan, retailers should think like a 5-year-old. That’s according to Jeff Fagel, vice president of marketing and brand development at Edo.

Fagel writes in article on the Ad Age website that after observing his young son easily navigate YouTube and the iPad he realized marketers and brands can do better at capturing consumers’ attention by catering to those growing up in the mobile age. While there are still some traditional shoppers who aren’t using smartphones or tablets, the younger, up-and-coming generations are highly motivated by digital technology and mobile offerings.

Fagel offers insights on why thinking like a 5-year-old sets up your mobile commerce plan for success.

  1. Keep it simple: Hardware retailer Lowe’s created a mobile app where users can view, create and post six-second home-improvement video clips. It’s an example of how the company is bridging the interests of its audience with the brand. Whatever you do, make it easy and intuitive. Instead of relaying longer, complete messages to consumers, provide small, bite-sized doses.
  2. Get into a routine: Parents are known for keeping their kids on a schedule, and that’s what retailers should keep in mind. They need to take advantage of consumers’ mobile routines, such as checking the news on their tablet every morning over breakfast. Based on previous research, Ohio-based marketing firm Knotice predicts “most brands will see at least half of their commercial emails opened via mobile devices by the end of 2013,” the article says.

But mobile commerce email blasts are not the quick and easy answer. If the email looks too overwhelming, the consumer is probably going to hit the delete key before reading the first sentence. Take the advice of Fagel’s 5-year-old: make it simple, short and sweet, and interesting. The consumer has a need and you as the retailer have something to offer; that’s what it comes down to. Knowing your customer and their individual likes and dislikes can give you the information you need to know to send those targeted, short and sweet messages to them.

Another way retailers can work mobile commerce into a mobile user’s routine is through digital couponing. Redeeming savings digitally is on the rise, according to research by eMarketer. However, very few mid-level retailers have digital coupons. What’s holding them back is the technology piece. It would be easiest for such retailers to start a mobile loyalty program. They could then send digital coupons targeted to customers based on their buying patterns or stated interests.

The article observes that too many retailers are sitting on stacks of technology; now is the time to win at mobile by investing in technology solutions that meets consumers’ needs.

Source: Ad Age, June 2013