Learn more about how mobile devices — and specifically in-app content — figure into Mobile Prodigies’ in-store purchases.
Physical retail is at the center of mobile prodigies’ shopping experiences. These young consumers — millennials and Gen Z shoppers — are moving the needle when it comes to in-store conversions.
According to the National Retail Federation and IBM, 98% of Gen Z consumers buy in-store some or most of the time. According to a 2017 report, 82% of millennials said brands’ physical stores are important to their shopping experiences. These are powerful stats, especially when we add the hundreds of billions in spending power that mobile prodigies are already bringing to bear.
Working with YPulse, an organization that specializes in quantifying the habits and behaviors of millennial and Gen Z consumers, we commissioned a 1,000-respondent online poll to learn more about how mobile devices — and specifically in-app content — figure into mobile prodigies’ in-store purchases.
Deals And Special Offers
In the survey, 54% of mobile prodigies said they use their smartphones to engage with retail brands’ apps in search of deals and offers, both in the stores where they shop and when they’re out and about. Older mobile prodigies particularly love in-app deals and offers: Among millennials, 65% of those in the 30-to-35-year-old subset said this approach was a draw.
Among all mobile prodigies, a key to positioning in-app offers and deals is relevancy. In an earlier survey of the grouping, which we released in cooperation with Wildness in 2017, 71% of the 3,000 respondents ages 14–29 said they prefer to receive offers that are customized to their location. In the same survey, 80% said they expect tailored onscreen experiences that not only target location but also recognize their interests and habits — who they are and how they self-identify. So, yes, mobile prodigies are looking for in-app opportunities to engage, but they’re expecting those moments to be highly contextual. Brands must build their campaigns to dovetail with those demands.
Mobile prodigies turn to their devices for search and discovery: 40% of the consumers we polled tap into a brand’s mobile app to discover new products, and 31% use apps for inspiration before shopping the brand’s physical location. This is a critical point when we acknowledge, for instance, that nearly half of all millennials have shifted their attention from traditional media consumption — television screens being the example — to consuming media via mobile-first, in-app channels.
In other words, if we know they love their smartphones and use them to discover new products, then the takeaway for a traditional vertical such as TV is that primetime still matters, but it’s moved to a different device. Reach them there.
Among mobile prodigies, more than a quarter (27%) use their smartphones while shopping in physical stores to ask advice from friends and family members about products featured on mannequins, display tables and fixtures. And then, when they make purchases in a store, 22% of the respondents use their smartphones to share their selections with family and friends.
Hispanic Mobile Prodigies Seek Purchase Incentives
Nearly 70% of Hispanic mobile prodigies said they look to their mobile devices for the next great incentive to engage with a brand’s products, be it a discount, deal or special offer. Every other demographic responded to the deals-and-offers question in the 50%–55% range.
To build campaigns that meet these mobile prodigies with the specificity and relevance they expect, note the strong response Target recently experienced with its first initiative directed toward Hispanics that leaned into phrases and words that were specific only to Spanish and that had no English equivalent. For example, in offers, the brand used words like “sobremesa,” which describes a time following a meal, set aside for conversing and enjoying company. In-app experiences should reflect meaningful moments in real life.
Moms Lead On Offers
Mobile prodigies who identify as moms are driving search and discovery as well. In our survey, 67% said they want to see deals and offers on their smartphones. Among mobile prodigies who are dads, 56% look for offers via the apps that connect to them on smartphones and mobile.
Want to strike a chord among mobile prodigies who are parents? Recent reporting shows that 80% of younger moms said it’s important to be “the perfect mom.” Offers that reinforce and build positive feelings around that goal could prove critical when it comes to reaching and activating these shoppers.
Millennials and Gen Z shoppers told us that they’re using their smartphones to compare prices while in stores: 38% of the respondents who wrote in their own answers to the survey said they primarily use their devices for showrooming. That aligns with recent reports telling us that one in three consumers check prices from their phones while in the store, and even the biggest proponents of showrooming — Amazon, for example — are working to better steer consumers’ in-store choices when a lower price might be just a swipe and tap away.
Acting On The Data: What Brands Should Do Next
What brands can do to deliver on the promise of mobile prodigies’ spend is to integrate mobile creative and mobile experiences with the kind of in-app engagements the demographic most prefers.
The essence of the approach is to deliver actionable, savable offers and create meaningful prompts, surprising these shoppers with new products and ideas that are contextually matched to their established preferences. Hitting these marks means driving a mobile-to-offline shopping cycle among mobile prodigies. And it’s an opportunity that brands can’t afford to ignore.
Julie Bernard is CMO at Verve.
This article first appeared at Forbes.
Reposted from author’s originals article appearing on Medium.com
Originally published on PubNative.net