Mobile Retailing 101, p.3

Is my current website viewable on smartphones and tablets?

To expose your marketing to as many devices as possible, make sure your website is compatible with smartphones and feature phones. While your site may initially show up on a mobile device, does the text look tiny? Do some of the features of your site not function properly? If you have a Flash-enabled site, it may not work at all. A simple search online will reveal several sites that can convert your site to one that’s compatible with mobile devices—often free of charge if you don’t mind their ads showing up on your mobile site.

How much of my marketing efforts should go toward mobile retailing?

Like any marketing plan, don’t put all of your eggs in one basket. Mobile retailing should be one piece of a larger marketing campaign, complementing all of the other elements you already have in place. Piece your marketing puzzle together by making sure to mention your other marketing efforts throughout all elements (i.e., invite customers to sign up for text alerts on your website and direct-mail pieces). And don’t neglect your Facebook or Twitter accounts.According to the 2011 Social Commerce Study, a joint research project by Shop.org, comScore and Social Shopping Labs, 42% of Twitter users use a mobile phone to access the site at least once per day, while the same is true for 34% of Facebook users.

How can I build my list of contacts for mobile advertising?

Building your list may take a bit of legwork up front, but once you have a good one, it’s worth its weight in gold. Start by gathering numbers through in-store contests, email campaigns, social marketing and SMS promotions in your print advertising. In 2010, Twitter introduced a text-building service that invites your followers to opt-in to receive your tweets on their phones. If you go this route, consider setting up a Twitter account that only sends out targeted tweets and deals so that those who opt-in don’t feel bombarded by texts.

What are consumers looking for on a mobile shopping site?

All of your customers are different and will have separate needs when visiting your store’s site on their phones or tablets, but some of the most common items consumers are seeking, according to a Mojiva Mobile Audience Guide survey, include product information, coupons/sale information, product reviews, store information and the ability to purchase products. According to the 2011 Social Commerce Study, 47% of consumers have also accessed customer reviews in-store while using their mobile device.

[Image: thinkstock.com/Hermera]