Of all of the retail marketing fashion outlets, the internet is the most accessible and global for consumers. Within the 70% of the global population that have access to the internet, 90% are choosing to purchase. Mobile phone sales will rise from 1.5 billion to 2 billion between now and 2018 (Gartner, 2015) and therefore, it is now vital for retailers to manage and design a mobile marketing strategy that can successfully take advantage of the rapid expansion of the ubiquitous selling channel. Social networks and apps are not to be neglected in the rise of e-commerce, as shoppers tend to seek out user-generated online content before making a purchase.
The mobile app, otherwise known as the native app, offers a convenient, user friendly way to browse and purchase from a fashion brand. (Grotnes, 2009)
An M-Commerce application should provide the following benefits for a fashion retailer, such as Missguided, who are yet to have one integrated into their digital marketing strategy:
- Push Notifications – Messages appearing on a consumers lock screen of their personal device.
- Offline availability – Great to capture the market who are browsing whilst on the tube, for example.
- Enhanced Usability – With the app downloaded to the device, content can be richer with higher resolution images for example.
- Speed – With the app downloaded to the device, browsing can be faster.
- Custom preferences and purchasing habits – Always logged in, always personalised.
- Visibility – No typing of URL, right there on the home screen.
- Inbuilt features – Utilise device features e.g. Touch ID for faster checkout.
In order for a fashion retail app to be successful, it should also include the following features: Multimedia product viewing, product promotion, consumer led interactions and informative content. (Magrath & McCormick, 2013) One online fashion retailer that utilises features in their app well is Boohoo, as shown in figure 1.
Figure 1. Boohoo Mobile App
Social networking works extremely well with mobile apps, 26% of consumer’s time spent in mobile apps is spent on social networking. (Gartner, 2015)
An example of a brand in the fashion industry that demonstrates the collaboration of social and mobile well is ASAP54. The brand recently rolled out an Instagram integration feature, meaning that users can shop from Instagram by using their own Instagram library, or pictures they have liked on the photo-sharing app. (Cecilio , 2015) Figure 2 portrays a snapshot of the ASAP54 website and how it links to consumer social networks or images.
Figure 2. ASAP54 website linking to mobile
As supported by Chaffey, user experience is fundamental (Chaffey , et al., 2009). Therefore, as well as linking mobile apps with social, it is also important to identify how consumers are reacting to the mobile app by looking at certain aspects such as, app downloads, advertisement clicks or push notifications, in-app purchases, coupons/offers redeemed, location tracking, as well as Loyalty programmes and app reviews. (Gartner, 2015) Once a retailer has this information, they can ensure user experience is as effective as possible.
People not only turn to search to find new apps; they actually download apps because of search ads. Of those who downloaded an app based on an ad viewed on their smartphone, 50% said they were prompted to do so by a search ad. (Google, 2016) Therefore, search advertisements should be considered when building a mobile app strategy. Figure 3 portrays how effective search advertisements can be for the download of mobile apps.
Figure 3. Types of Search Advertisments that led consumers to Mobile Apps
Source: Google/Ipsos, Mobile App Marketing Insights: How Consumers Really Find and Use Your Apps, May 2015.
App engagement and re-engagement is also key, as app users tend to lose interest. (Google, 2016) Sephora demonstrate how the beauty industry can be extremely effective with mobile and enhancing their in-store experience. The initiative was first brought to the US, allowing shoppers to scan all products for additional information on the app, to enhance Sephora’s in-store experience with consumers. A link to the video explaining how effective the strategy was: https://www.thinkwithgoogle.com/interviews/sephora-turns-smartphones-into-local-store-magnets.html
References:
Cecilio , D., 2015. E-commerce is changing the fashion industry – it’s time to catch up. [Online]
Available at: http://www.theguardian.com/small-business-network/2015/feb/06/how-mobile-ecommerce-changing-fashion-industry
[Accessed January 2016].
Chaffey , D., Ellis-Chadwick, F., Mayer, R. & Johston, K., 2009. Internet marketing: strategy, implementation and practice. s.l.:s.n.
Gartner, 2015. Better Insights and Action From Mobile and Social Investments. [Online]
Available at: http://www.gartner.com/webinar/2983418/player?commId=145349&channelId=5502&srcId=1-6080446870
[Accessed January 2016].
Google, 2016. Get Consumer Insights, industry perspective and creative inspiration. [Online]
Available at: https://www.thinkwithgoogle.com/intl/en-gb/
[Accessed January 2016].
Grotnes, E., 2009. Standardization as open innovation: two cases from the mobile industry. Information, Technology and People, 22(4).
Magrath, V. & McCormick, H., 2013. Marketing design elements of mobile fashion retail apps. Journal of Fashion Marketing and Management, 17(1).
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