Today’s connected consumers are using their mobile devices to browse AND buy. In fact, mobile devices accounted for more than $4 billion spent from Black Friday through Cyber Monday this year, according to Salesforce. Mobile shopping provides brands with ideal in-the-moment opportunities unlike anything we’ve seen before. However, Alliance Data’s research shows that mobile shoppers are distracted shoppers.
Smart devices offer an array of disruptions that can steal a brand’s momentum and ultimately their sales. This year, 17 percent of Black Friday and Cyber Monday shoppers reportedly shopped while in their car. Thirty-one percent of holiday shoppers are flipping through their social media accounts as they shop. Many are mobile shopping IN social media. Mobile shoppers are multitasking—losing their focus, and their business, is just a text message away.
What does this mean for brands making the most of the holiday season? It means make the experience easy, convenient, and fast. Brands must take their customers from inspiration to purchase in as few steps as possible:
- Ensure logging in and using saved information is simple so she doesn’t have to enter her information manually
- Make sure the use of promo codes and advertised deals (auto-applying promo codes, etc.) is straightforward
- Incorporate intuitive navigation and a reliable search functionality that make it quick and easy to find what she’s looking for
- Minimize frustration by allowing her to check out quickly and pay the way she wants—whether in store or online
The mobile experience makes all the difference. By combining engagement with a simple (and quick) buying process, brands can capture the attention and the sales of their mobile customers this holiday season and beyond.