Technology is changing the face of retail. No longer are eCommerce and brick-and-mortar stores at odds with one another; now brands are closing the gap between the two with digital and mobile marketing solutions that reach consumers at every touchpoint.
This will be the focus of the upcoming Glossy Forum, an interactive retail event held in New York City on March 9. Vibes is proud to be sponsoring the Forum, and we’re also very excited to have our CMO, Sophie Vu, presenting at the event. She’ll be talking about how and why retailers are leveraging mobile marketing to better align their physical stores with their digital brand experience and to boost sales in both.
Why Luxury Brands Should Care About Mobile Marketing
We imagine the bulk of the Glossy Forum will be dedicated to technological innovations that are changing the face of retail. This is, after all, what retailers care most about right now.
Just a few short years ago, retailers used separate channels to drive in-store versus online sales. Now, mobile marketing bridges the gap, making it just as easy to convert customers in person as digitally.
In 2016, mobile-influenced retail sales amounted to $1.4 trillion, a testament to mobile’s ability to drive both in-store and online purchases.
And having a mobile-friendly presence is even more important for the luxury market. People who spend top dollar for consumer goods have high expectations about the brands that they give their money to. In fact, 78% of luxury shoppers look online before making a purchase. They expect a luxury brand to have a mobile website and an app, so clearly this audience is mobile-reliant and should be marketed to through this channel.
With so many ways to engage consumers through mobile (mobile wallet and SMS being just two examples), luxury brands can provide value to consumers in meaningful ways.
Tying Together the Online and Offline Experience
With the right mobile strategy, combined with other marketing tools like email and social media, luxury brands can make subscribers just as comfortable buying online as in-person. Geolocation notifications, for example, can spur a subscriber who’s near a store to stop in to take advantage of a personalized offer she received. An email subscriber could get a link to sign up for a brand’s mobile wallet loyalty program. Or a shopper could get a link via SMS and click to buy from a store’s mobile site.
Brands like Saks Fifth Avenue and Sephora are doing an excellent job of tying together online and offline sales through their in-store and app experience.
Sephora continues to invest on marrying the physical retail experience with digital innovations offering customers an omnichannel experience that include customized product suggestions, available both online and in-store, as well as mobile-only features like its community of makeup loving-customers and Virtual Artist, which lets users “try on” a product virtually.
By providing incentive for shoppers to both visit the physical store as well as shop online, brands create a stronger bond. While it might be easier to make a purchase online, a shopper might get a free perk (as well as instant gratification) if she visits the brick-and-mortar store.
Multiple Touchpoints = Big Win for Luxury Brands
Consumers don’t spend all their time in one digital place. That’s why it’s imperative that luxury retailers provide unique experiences on each channel, from mobile to content to ads to email, while providing a cohesive experience and brand message across all channels.
Whether you are able to join us at Glossy Forum this year or not, make sure that mobile marketing is a part of your marketing strategy for this year.
Contact Vibes for a free demo of our mobile marketing platform to see how mobile can work for your brand in less than 90 days.