How to Adopt Mobile-First Approach: A Practical Guide for Consumer Retail Brands

Mobile devices have emerged as powerful catalysts for growth in the retail industry, reshaping the way consumers engage with brands and make purchase decisions. As a high-level decision-maker in a consumer retail brand, it is crucial to recognize the growing significance of mobile devices and stay current on business trends.

If your business has yet to tap into the power of mobile first approach, this blog is your guide to unlocking a world of opportunities. This blog is specifically crafted to address the needs of consumer retail brands not leveraging a ‘proven-to-succeed’ approach and shed light on its undeniable advantages and seamless implementation.

Our retail experts have diligently researched and analyzed the evolving landscape of the retail industry to provide you with reliable information. To guide your decision-making process, we will also emphasize the key metrics and KPIs that hold the utmost importance in the fast-paced digital world. So, let’s delve into the realm of the mobile first approach and explore its transformative potential.

Mobile First Approach – Foundation & Significance

The mobile first approach refers to a strategy that prioritizes designing and developing mobile-friendly experiences and adapting them to different screens. It is a strategic mindset and operational framework where brands prioritize mobile devices as the primary platform for delivering their products, services, and overall customer experience.

“Mobile first approach involves designing and optimizing every aspect of a brand’s digital presence with mobile devices as the primary focus.”

Implementing a mobile first approach involves designing websites and applications with responsive and mobile-friendly interfaces, ensuring fast loading speeds, optimizing for smaller screens, and leveraging mobile-specific features such as touch gestures and location-based services. This approach allows brands to:

• Capitalize on the increasing mobile usage trend and reach customers directly

• Deliver seamless, user-centric experiences that cater to the preferences and behaviors of mobile users

• Improve customer engagement and satisfaction

• Increase conversion rates, and ultimately drive revenue growth.

Insights into the Retail Landscape: A Quick Fact Check

In today’s digital age, more and more people access the internet on their mobile devices. 6.378 billion people own smartphones across the world. In the USA, approx 307 million people are expected to use mobile phones by 2028. And it’s predicted that 187.5 million of them will shop via mobile by 2024. A report found that the average consumer spends 3 hours and 15 minutes per day on their mobile device, with over 90% of that time spent on apps.

The above-shared statistics reveal the reality that mobile devices have become the primary touchpoint for consumers in their shopping journey and aim to provide a seamless, intuitive, and convenient experience that aligns with their preferences and behaviors.

The mobile first strategy also has benefits for search engine optimization (SEO) as Google uses mobile-first indexing to rank websites. By prioritizing mobile first design, designers can improve website loading times and optimize content for mobile users, leading to better SEO rankings and responsive web designs.

Google has recently revamped its search index to prioritize mobile optimization, given the rise of mobile shopping. This means that e-commerce stores that prioritize mobile-friendly design will enjoy higher organic search rankings compared to those that do not.

A mobile-first approach in the retail industry offers numerous benefits that can propel brands toward success in the digital landscape. Let’s explore the key advantages of embracing a mobile-first approach.

Benefits of Embracing A Mobile First Approach

As mobile devices increasingly dominate the digital landscape, businesses that prioritize mobile experiences position themselves for success in an era where customers are demanding seamless and convenient interactions. In this section, we delve into the compelling benefits of adopting a mobile-first approach.

Direct Reach to Customers

A mobile first approach can enable businesses to reach their customers directly through their mobile devices, offering personalized shopping experiences and promotions that are tailored to their preferences, actions, and interests.

Increased Revenue

300+ million consumers use their smartphones and tablets to make purchases. A mobile first approach can help businesses capture this growing market, enabling more business reach, driving more sales and revenue.

Lower Cost of Acquisition

Compared to traditional marketing channels, mobile marketing can be more cost-effective. This is because mobile marketing allows businesses to target specific audiences and measure the effectiveness of their campaigns, allowing them to optimize their spending for maximum ROI for the mobile first business.

Improved Customer Experience

A mobile first approach can provide customers with a seamless shopping experience that is optimized for their mobile devices. This can include easy navigation, fast page load times, and simple checkout processes, all of which can help to improve customer satisfaction and loyalty.

Data-Driven Decisions

Mobile apps provide valuable data and insights into customer behaviors, preferences, and purchasing patterns. Brands can analyze this data to gain a deeper understanding of their customers, refine their marketing strategies, and deliver personalized experiences that resonate with their target audience.

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“Adopting a mobile-first approach sets the stage for business growth, innovation, and success in the ever-evolving digital landscape.” – Nitin Lahoti, Co-founder Mobisoft Infotech

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Moving on, we need to understand what criteria consumers are expecting and what you as a consumer brand need to implement as a customer engagement strategy into your existing workflow. Taking this into account, let’s find out what today’s customers are looking for and how you can respond to them.

What Do Customers Expect from Brands? How Should Brands Respond?

Mobile-savvy customers have specific expectations and preferences when it comes to interacting with brands and shopping online via mobile. Here are some specific expectations that modern customers have from a brand in a mobile era along with suitable strategies for brands:

#1 Seamless Mobile Experience – Mobility

Customers expect a seamless, convenient, and intuitive experience when using a brand’s mobile app or website. They want a hassle-free experience that allows them to easily find products, make purchases, and access relevant information.

How Retail Brands Should Response:

Consumer retail brands should prioritize mobile optimization by developing responsive mobile websites and user-friendly mobile apps. This involves ensuring fast loading times, intuitive navigation, and seamless experiences across different mobile devices and operating systems. By providing a smooth mobile experience, brands can cater to the preferences of mobile-savvy customers and enhance their overall satisfaction.

#2 Easy Access to Support – Reachability

Mobile-savvy customers value convenient and accessible customer support a.k.a. reachability. They appreciate features such as in-app chat or messaging, quick response times, and self-service options. Providing efficient and responsive customer support through mobile channels enhances customer satisfaction and loyalty.

How Retail Brands Should Response:

Businesses should offer easily accessible and responsive customer support channels specifically tailored for mobile users that can address customer queries or concerns instantly. Efficient and personalized customer support enhances customer experience and builds trust and loyalty.

#3 Mobile Payment Options – Flexibility

Customers expect businesses to offer a variety of secure and quick mobile payment options, such as mobile wallets, Apple Pay, or Google Pay, as a convenient way to pay for products or services without having to refer to their credit and debit cards.

How Retail Brands Should Response:

Brands should integrate popular mobile wallets and digital payment platforms, making it easy for customers to complete transactions within their mobile apps or websites. This streamlines the checkout process and reduces friction, leading to increased conversion rates and customer satisfaction.

#4 Personalized Experiences: Meeting Needs

Mobile-savvy customers want specifically tailored experiences that cater to their interests and preferences. They expect brands to offer relevant recommendations, tailored promotions, and customized content. Personalization enhances the overall shopping experience, making customers feel valued and understood.

How Retail Brands Should Response:

Brands should leverage customer data and employ personalization strategies to deliver personalized experiences. This can be achieved through recommendation engines, targeted promotions, and personalized notifications based on customer preferences, browsing history, and purchase behavior. Personalization fosters a sense of individuality, driving customer loyalty and repeat purchases.

#5 Loyalty and Rewards Programs – User Engagement & Retention

Customers seek recognition and rewards for their loyalty to a brand. They appreciate loyalty programs that offer exclusive discounts, early access to promotions, and personalized rewards. Mobile apps provide an ideal platform to implement and manage loyalty programs, allowing customers to easily track their rewards and engage with the brand.

How Retail Brands Should Response:

Brands should develop loyalty programs that are mobile-friendly and offer exclusive rewards, personalized offers, and easy redemption options. Mobile apps can serve as the central hub for managing and tracking loyalty program activities. By rewarding customer loyalty, brands can cultivate stronger relationships and encourage repeat purchases.

#6 Social Integration – Connectedness

Customers expect brands to have a strong presence on social media platforms and provide integration with social sharing functionalities. They appreciate the ability to easily share products, reviews, and experiences with their social networks. Brands that actively engage with customers on social media and facilitate social sharing create a sense of community and encourage customer advocacy.

How Retail Brands Should Response:

Brands should actively engage with customers on social media platforms and integrate social sharing functionalities into their mobile apps and websites. This allows you to expand your business reach and drive user-generated content. Brands should also monitor and respond to customer feedback and inquiries on social media, fostering a sense of community and building brand advocacy.

By embracing the above-discussed mobile first strategies and adapting to the expectations of mobile-savvy customers, brands can create compelling mobile experiences and achieve business growth in the mobile-centric retail realm.

Once you’ve understood the customer expectations and are ready to embrace mobile first approach, you need to keep certain eCommerce KPIs in mind before implementing them. Let’s discover important KPIs.

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