Mobile Now Driving Most Sales Transactions
Retail is becoming increasingly controlled by and dependent on smartphones. Most US consumers are now using their phones to shop and make purchases online from wherever they may be. While the shopping environment is said to be a multi-channel and multi-device experience for many people, in reality everything is revolving primarily around the smartphone for most of us now.
For smartphone-armed shoppers, there is no longer any separation between the online and offline worlds these days. They take their phones with them into a retail store, and research information or compare prices online while physically checking out the items in person. As a result, they expect a unified seamless experience as they straddle the offline and online worlds. Unfortunately, that generally isn’t what they actually get, as many businesses have struggled to integrate the two halves of their operation.
Perhaps businesses would be more strongly motivated to speed up their efforts to create a blended experience if they realized the significant impact that mobile has on the buying decision process. A recent eMarketer survey showed that mobile is now the main force driving sales, playing a critical role in the shopping and researching process. Even though the majority of sales transactions still occur offline, much of the buying process up to that point is happening online via mobile devices.
This means that B2B marketers must stop focusing solely on where the actual purchase or transaction itself takes place, and start considering the environment where much of the process prior to the sale happens. By failing to devise a comprehensive marketing strategy that encompasses mobile as part of an integrated approach, businesses risk losing a potential customer long before they ever reach the point of making a purchase.
At KEO Marketing, we understand the significant role mobile plays in the buying process, and can help create a marketing strategy for your business that effectively blends online and offline tactics.