According to data from L2’s Mobile & Tablets events held this week, 82% of smartphone shoppers buy items they were pursuing on mobile in-store. And most of the conversions happen in nearby locations. 69% of mobile shoppers expect coveted items to be available within five miles, and 55% want to make that purchase within the hour.
Using that location-based thinking and immediacy, brands can use smartphones to send text message alerts, send in-store notifications, show user reviews, and enable sensors. These methods are highly effective: SMS has 6 to 8x the response rate of email, and push notifications lead to a 540% increase in daily app opens.
A few brands have done well in grabbing shoppers’ attention on mobile. Kiehl’s, for example, has a robust text messaging campaign that regularly blasts discounts and samples. The Apple Store app has an opt-in in-store notification program. Users can opt-in to receive helpful information on their smartphones while they are in the store.