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Take Cross-screen E-commerce to the Next Level

June 4, 2014 By Evan Schwartz
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Mobile shopping is projected to reach a whopping $707 billion by 2018, and marketers need to start investing in cross-screen customer experiences and data strategies to take advantage of the opportunity. Cross-screen success will largely rest on a brand's ability to capture, engage and convert mobile-savvy consumers. Every retailer, consumer brand and e-commerce marketer should be looking at new ways to improve the role of mobile in their marketing strategies.

In the last few years, the market was in a race to drive downloads. Flash-forward to 2014, and simply introducing an app and attracting a large user base aren't enough. While app install numbers are still an important metric, that metric doesn't set up your business for profitable growth—because not every download is created equal.

As we move into the second half of 2014 and into 2015, marketers need to focus on converting downloaders into mobile buyers and using mobile data to serve customers better in all channels. Retail and subscription-based brands are hungry for tools to re-engage users to maximize their value through conversions. However, as consumers adopt multiple devices, it can get tricky to properly identify and track them across their Web browsers, mobile browsers and mobile app presences.

Here are some key tactics for taking your cross-screen commerce strategy to the next level:

1. Cross-Screen Data Capture: As more and more consumers adopt multiscreen habits, it will be critical to have the ability to deliver exceptionally personalized merchandising, emails and ads. For example, if a consumer looks at a product in your app, you should have the ability to act on that data for email and retargeting campaigns. Don't keep your mobile data in a silo. Connect it to consumer data across all screens.

2. Behavioral Segmentation: To stay relevant in the ever-expanding e-commerce market, marketers must have the insight to better understand their customers and their habits by using data, such as in-app browsing histories and abandoned shopping carts. E-commerce marketers can then create behavioral segments and customize messaging and offers for their customers. This creates the ability to not only reach customers with appropriate content at the right time, but it also allows for the marketers to become more useful to their audiences.

3. Syncing Across Brick-and-Mobile: 48 percent of consumers use or would like to use their smartphones to shop while in-store (Cisco, 2013) (opens as a PDF). To better tap into the ever-growing population of mobile-savvy consumers, retailers need to offer a seamless experience between their mobile apps and physical store locations. Building a mobile strategy that syncs where and how they experience your products and services empowers customers. Whether browsing in-store, in transit or at home, it's important to offer people ways to compare prices, look up inventory or product information and uncover exclusive mobile-only offers to be applied in-store. Tactics like these supercharge the shopping experience and allow you to reach your customers at every step of their purchase processes.

 

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