Mobile Commerce Sales Expected to Double by 2019
Creativity Marketing Transformation

Mobile Commerce Sales Expected to Double by 2019

Mobile devices are gobbling up a bigger slice of the proverbial sales pie. In a new report, eMarketer estimates US retail mobile commerce sales will near $77 billion in 2015, up 32.2 percent from 2014. By 2019, mobile sales are set to double to $153.50 billion.

Not surprisingly, steadily increasing smartphone usage is driving mobile sales ever upward. Consumers now spend nearly three hours on their phones per day, according to Flurry. In other words, Americans spend more time on their phone every day than they do watching TV, so it’s no wonder mobile sales are on the rise.

US retail mcommerceThe App Advantage

The march to mobile has retailers clamoring to invest in mobile marketing, including upgrading to mobile-friendly websites. But while a mobile-optimized site is a start, brands may find that a branded app could offer additional value. A great app can enable brands to reach and engage with customers in new ways, including by location—engagement they couldn’t get with a mobile-friendly website alone.

Moreover, apps allow brands to directly address users via push notifications. Studies show push notifications can yield impressive results. One study from Localytics found that segmented push notifications resulted in a click-through rate of over 50 percent—an impressive figure, considering 42 percent of app downloaders opt-in to receive push notifications, as Urban Airship recently reported.

Push Notification Do’s and Don’ts

A good notification nurtures the relationship between the brand and consumer; a bad notification poisons it. Below are a few tips to keep notifications on users’ good sides:

  • Make it personal: Kayak and Netflix are big brands that have mastered the art of the push notification. Kayak delivers fare alerts via push notification to app users when ticket prices go down on specific flights, as flagged by the user. Similarly, Netflix lets users know when videos and TV shows they may be interested in have been added to Netflix’s library. Both apps excel in giving consumers information they opt-in for based on their interests and preferences.
  • Know when to be creative: Push notifications don’t always need to be sexy. Sometimes, consumers want straightforward information. A push notification announcing a delivery via UPS’s app, for example, doesn’t need flowery language to get the job done. On the other hand, retail apps might do better to exercise a bit of creativity. A clever pun announcing a sale is more appealing than a simply stated “Sale today!”
  • Don’t be pushy: The app arena is littered with brands that make the mistake of sending inappropriate notifications. Users blasted CNN for sending a breaking news notification about the woman behind the voice of Siri—at six o’clock in the morning. Too many notifications, irrelevant notifications, or impersonal notifications can turn consumers off. And unless you want to interrupt your consumers’ peace and quiet, avoid sending notifications in the middle of the night or at the crack of dawn.

Unfortunately, many brands aren’t taking advantage of push notifications as part of their mobile commerce strategy, as the Content Standard previously reported. Given the upside, small- and medium-sized businesses may want to explore the possibility of taking their mobile operations further by harnessing the power of the app.

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