Got Mobile Strategy? Stellar Examples from Brands & Retailers

January 20th, 2012 by

If you’re thinking about launching your first mobile marketing campaign or building your mobile website this year – you’re not being innovative. In fact, you are seriously lagging behind. Mobile use reached unseen levels over the last two months, with over 10% of all sales coming from mobile devices.

And if the 2011 holiday shopping season is any indication, we’ve reached a turning point:

    • 11% of sales came from mobile devices; up from 5.5% in 2010 (source)
    • 14.6% of all retailer website traffic was initiated from mobile devices; up from 5.6% in 2010 (source)
    • Black Friday sales from mobile reached 9.8%; up from 3.2% in 2010 (source)
    • Cyber Monday sales from mobile reached 6.6%; up from 2.3% in 2010 (source)
    • Christmas Day sales from mobile reached 14.4%; up from 5.3% in 2010 (source)
    • PayPal reported a six-fold (511%) increase in the number of global customers shopping through PayPal mobile compared to Thanksgiving 2010 (source)
    • Highly satisfied mobile shoppers reported that they were 54% more likely to consider the same company for a future similar purchase (source)

The holiday season was also tremendously bountiful for our mobile savvy friends at Fandango. First, they set a mobile ticket sales record with the premiere of “The Twilight Saga: Breaking Dawn Part 1”, as 22% of opening weekend sales for the movie were purchased on mobile devices. Then, just a week later, Fandango enjoyed the best Thanksgiving holiday weekend in its 11 year history, including a 60% year-over-year increase in mobile ticket sales.

Yesterday’s Mobile FirstLook: Strategy 2012 event, organized by our friends at Mobile Marketer, confirmed that brands and retailers who integrated mobile into their marketing strategy are starting to see big payoffs.

Macy’s, a featured retailer at yesterday’s Mobile FirstLook conference, has seen a ton of success from their mobile efforts — so much that they’re dedicating 70% more spend to this channel! They recently relaunched their mobile site to be more user-friendly, which as we all know is necessary if you wish to keep customers engaged and satisfied. But that wasn’t all, Macy’s saw how important it was to utilize their brand new mobile site as a hub and connect with their customers through SMS, QR codes and “mobile check-in” features. Macy’s process of testing, learning and optimizing is imperative to creating a truly successful mobile strategy.

After Walgreen’s research showed that customers who engaged on more than one channel were x3 more valuable, they realized this opportunity was too big to pass up. With SMS, apps and mobile optimized versions of all their sites, Walgreen’s is a shining example of the potential ROI mobile can offer. Presently, 40% of subscription refills are now filled through Walgreen’s mobile services, a testament to their commitment to convenience.

Mobile users are engaging more, sharing more and spending more. If these brands’ stories can show us anything, it’s that holistic mobile strategies are imperative for keeping customers interested and coming back for more. Fast, accessible and relevant is what consumers are demanding — and there is no better way to offer such an experience than with the little device in their hands, pockets and purses.


*For more coverage of the Mobile FirstLook 2012 event, including presentations from other featured companies, check out Mobile Marketer.


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