The distinction between channels have faded in the eyes of customers, who see one seamless purchasing experience whether they are in the app, on the website, or in the store. Mobile is becoming an essential component of a digital-first approach. And customers want mobile purchasing experiences to be as enjoyable as those offered through conventional channels.
Customers nowadays expect their mobile devices to be just one aspect of an omnichannel purchasing experience. They also expect mobile purchasing experiences to be as relevant and personalized as those they have had through conventional channels. Anything less is disconcerting and unsatisfactory.
Customers are increasingly embracing online and mobile buying, thus it’s critical to provide relevant, 1:1 personalized experiences on the mobile channel. Here are some strategies that might assist businesses in providing the kinds of mobile shopping experiences that keep customers coming back.
Customer Expectations
According to a PwC report from 2020, 32% of customers will abandon a brand they love after a single negative experience. Although many aspects influence whether or not a consumer has a positive experience with the company, there are a few must-haves to keep in mind:
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Consistency is Critical
Customers want to be able to move between channels in a way that feels seamless. They may begin their journey by browsing merchandise on the website and adding one or two items to their shopping cart. However, if users go to the mobile app and are forced to restart their journey from the beginning, they may lose interest or patience. And that results in a negative experience.
Consistency across channels helps customers convert faster — from leads to first-time buys — and return again and again.
Relevant Messaging
Irrelevant offers will not contribute to a positive brand experience or lead to a purchase.
Rather, the communications and messages that businesses provide to customers through their mobile platforms should be extremely relevant, delivered in real time, and precisely personalized to the individual. Brands will be able to retain and convert more customers by providing 1:1 personalized experiences that are relevant to the customer depending on where they are in their journey.
Three Ways to Enhance the Mobile Experience
Consistency and relevancy are critical components in providing customers with a positive purchasing experience. It’s also crucial to think about how to reach out to and engage mobile clients. Here are a few techniques to explore in order to get better outcomes and get the most value out of mobile channels:
Personalizing the In-App Experience
Customers will be more engaged if brands can customize their experiences for them. Brands will be able to boost customer engagement while in the app by personalizing their in-app experience, resulting in higher retention rates, increased conversions, and better business outcomes.
To make each customer’s session more relevant and individualized, businesses could use targeted, personalized in-app promotions and offers. These should be designed in a non-intrusive manner to avoid interfering with the customer journey.
Businesses could also implement event-based activities, such as encouraging customers to post product reviews when they make a purchase via the app. Not only does this increase engagement, which leads to higher retention, but these reviews also serve as a great kind of social proof, encouraging others to buy.
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Mobile Inbox
For customers who have opted out of push marketing campaigns, using a mobile inbox to send personalized updates, rewards, and promotions within the mobile app is often more convenient and less obtrusive. These kinds of personalized offerings are especially effective at strengthening the relationship with loyal consumers.
SMS Messages and Push Notifications
Push notifications will play an important role in mobile marketing. They can provide convenience, real-time data, or contextual updates. This means that marketers can provide value to customers in ways other than through in-app communications or a mobile inbox. SMS messages, while not part of the app, also play an important role in the overall mobile experience and provide value in the same way that push notifications do.
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