At the Internet Retailer Conference and Exhibition in Chicago in early June, Joe Keenan, executive editor of Total Retail — Target Marketing’s sister publication — spoke with Touch of Modern’s COO and co-founder Jonathan Wu.
Touch of Modern, an e-commerce flash sales retailer, is focused on the discovery of new products in the market. Wu explains in the video that Touch of Modern is “a very big believer in mobile.” The company’s mobile sales have gone up from 10 percent to 70 percent, according to Wu.
Here are three takeaways for marketers who are looking to strengthen their mobile strategy.
If it makes sense for your brand to have a mobile app, you should definitely work with your developers to create one. Wu says many of Touch of Modern’s customers browse on a desktop computer and then complete the purchase using the company’s native app because the checkout process is so seamless on mobile. Marketers can take advantage of mobile apps by sending push notifications featuring a discount or free shipping.
Touch of Modern is better able to personalize the shopping experience for customers with mobile. Marketers can accomplish this by harnessing information from mobile users. Metrics tools and software can help you with this. If a mobile user is searching for “rain jacket” on your site, you are able to track that and better target your shoppers. Every message you send to a consumer can be unique if you are collecting data properly.
3. Know Your Customers
Touch of Modern knows its customer base is men. Wu says men are usually quicker at adopting new technologies than women, so the company knew it needed a strong mobile presence. By knowing who your customers are, you can better market to them.