With 53 percent of Black Friday sales from mobile, retailers must leverage strategies to capture sales.
According to a recent Adobe report, 53 percent of retail shopping visits on Black Friday are expected to come from mobile devices. With mobile overtaking desktop in online traffic for the first time in the US this holiday season, it’s clear that more than ever before, retailers must have a strong mobile presence or they’ll miss out on a significant amount of revenue.
However, developing a mobile solution for the retail industry isn’t always easy. In fact, according to The State of the Mobile Experience report, more than half (54 percent) of retailers struggle to integrate a mobile strategy into their overall marketing strategy. The study also found that retailers with mobile apps experience:
Overall, 42 percent of retailers said their biggest pain point is a lack of a unified experience between marketing and IT departments. This prevents retailers from being able to streamline their digital capabilities and adequately address consumer pain points, ultimately costing them a significant portion (34 percent) of holiday revenue this year.
“Retailers have learned to engage consumers in a digital world given shopper response to Black Friday offers,” explained group vice president for retail, distribution and hospitality with Verizon Enterprise Solutions, Michele Dupré. “The focus on refining the digital experience however must strike the right balance with engagement strategies that make stores destinations.”
Ultimately, Dupré says, “Retailers have refined their digital strategies. They recognize consumers still get excited about Black Friday deals, yet are enticing and rewarding early shoppers. It’s too soon to tell what the season will bring, but early results are encouraging.”
Those retailers that prioritize mobile experiences and create a strong mobile presence will capitalize on this year’s holiday shopping season, while those that do not will be left behind.
