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The importance of the mobile customer experience grows by leaps and bounds on almost a daily basis.
MomentFeed’s study, based on analysis of impression data gathered earlier this year from more than 50 national brand clients, examined the engagement of consumers with brands across mobile devices and digital networks, and across multiple sectors including restaurant chains, retailers, and consumer services businesses.
With mobile influencing 56 percent of all offline sales according to Deloitte, taking advantage of mobile engagement as a primary revenue driver for in-store sales is paramount to national brands.
Mobile devices are rampant and loyalty marketers seek to leverage their burgeoning power through increased customer engagement.
Last year, Loyalty360 talked Vincent Ircandia, senior vice president of business operations for the Portland Trail Blazers, and he discussed building deeper, more personalized fan relationships, honing in on a key area of engagement: Mobile.
“I think that a lot of what we’re seeing and focusing on is the mobile device right now,” Ircandia said at the time. “We are the No. 1 team in the NBA in terms of our share of web traffic being done on mobile devices.”
As part of the study, MomentFeed analyzed latitude and longitude coordinates for 20,000 locations from multiple businesses in the MomentFeed Mobile Customer Experience Management platform before they were cleansed and updated by the MomentFeed digital presence team. The analysis showed that of these locations:
A staggering 94 percent had latitude/longitude inaccuracies.
About half of the inaccuracies were within 30 feet. While it may seem that being ‘only’ 30 feet off is ‘good enough,’ this level of inaccuracy still impacts consumer behavior, especially in malls and with bank ATMs.
46 percent of locations had inaccuracies greater than 30 feet, the level where customer experience takes a truly negative downturn.
“For a long time now, we have been seeing this steady rise in how much more consumers choose to engage with local pages over corporate pages for information, and believe that the trend is finally gaining mainstream adoption,” said Robert Blatt, CEO of MomentFeed. “Many of our multi-location clients were early adopters of this local engagement strategy, and with the help of our partner platforms like Facebook, Snap, Apple, Google, Yelp and others, MomentFeed has been an innovator in leveraging local digital footprints to drive both online and offline sales for our customers. Brands that continue to invest in their local digital presence will be best positioned to win customers, and not get swept under in the rapidly shifting mobile riptide that many retailers are experiencing now.”
What’s the bottom line? Multi-location brands can gain a competitive advantage by putting greater resources into their local digital strategies, placing more value on the importance of their digital storefronts, the study notes.
While nationally-focused brand pages have provided a helpful way of communicating with customers, the study revealed that local storefronts on mobile are now becoming the first line of engagement with the consumer, the study says.
What’s more, nearly 85 percent of all consumer impressions, where customers are seeking information most relevant to them, happen on digital assets that represent individual stores, branches, showrooms, and restaurants.
When it comes to a company’s physical location being accurately placed on maps, 67 percent of consumers say they lose trust in a brand if they find inaccurate location information online, the study notes.
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