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The average person checks their phone around 150 times per day, according to a study by Kleiner Perkins Caufield and Byers. This near-constant connectivity without a doubt impacts all of their habits and processes for decision-making -- including shopping. As a result, brands need an omnichannel approach to reach consumers, build relationships and create touch points throughout the customer journey, both online and offline.
Here are three important ways in which a mobile-first approach strengthens your brand:
1. Connect & Build with Relevant Offers.
Consumers are still shopping for apparel, footwear and accessories in stores, making smartphones the most effective way to access potential customers and build ongoing relationships. Smartphones give you access to your customers in real-time to offer them consistent offers, product information and experiences across different channels.
2. Understand & Influence Behaviors.
Smartphones give brands insights and behaviors to measure what drives consumers, what they react to and what they are coming back for more of. Loyalty programs incentivize high value behaviors and build real relationships to create lifetime customers.
Loyalty programs tie multiple channels together for brands to build a robust, first-party profile of their customer. By combining online and offline behaviors brands are able to analyze trends and behavioral data to create a personalized experience and attract more loyal customers.
3. Now Is the Time.
The shift is already happening. eMarketer forecasts US retail ecommerce sales of apparel and accessories will reach $60 billion in 2015, a 17.2% share of total US retail ecommerce. Brands must connect with their customers -- online, offline and anywhere in between to understand their habits and influence their purchasing behaviors. The pendulum is swinging. Better mobile phones housing better mobile apps delivering better mobile experiences will accelerate that swing. However, done well, it will not be a left-pocket, right-pocket shift of the same dollars. Done well, it will increase shopping occasions by allowing more consumers to shop more often.
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