What is a “Brick and Mobile” Strategy?

Once upon a time, I worked in retail. I worked out of the Boston-based flagship store for a regional, now unfortunately defunct, musical instrument retailer. We, like many brick and mortar retailers, regularly found ourselves fighting an uphill battle with the internet – an uphill battle that was incredibly one-sided. Customers would come in, pull a guitar, bass, whatever off the wall, plug-in, and spend their afternoon demoing the gear they were interested in. Then after spending time finding the product that they were interested in purchasing, they would leave the store, search online for competing prices, and make their actual purchase from a competing retailer.
 
So even though the in-stock merchandise and customer service were enough attract customers to the store, consumer behavior had changed enough to the point that converting those potential customers into actual sales was incredibly difficult (thus the “…now unfortunately defunct…” bit).
 
Fortuantely, mobile has completely changed the playing field.
 
The key? Google reports that over 70% of mobile shoppers will use their device while shopping in-store. This means that it’s time to re-envision “brick and mortars” as “brick and mobiles”, by creating and executing in-store mobile tactics in order to capture your in-store customers and turn them into sales.
   
1. First and foremost, have a mobile website that features easy to use mapping and store locator features, click-to-call and custom contact or order forms. Don’t yet have a mobile website? We can help.

  • If you’d like to build it yourself: Click Here.
  • But if you think you might want a hand: Click Here

2. Mobile Coupons. MoFuse just released their own mobile coupon manager. It’s pretty cool. For more information about it: Click Here

3. QR Codes. These can become your new best friends.

  • They can help drive traffic to your mobile site. Embed your mobile URL into a QR code, and then using that QR code in print advertising.
  • QR codes can also be used in-store to tremendous effect. Create dedicated mobile landing pages for especially hot or popular products, then create custom QR codes linked to each of those specific landing pages. Incorporate those QR codes into in-store signage, so when customers want more information about a particular product, you’ve leveraged yourself as their primary online resource.
  • Be pro-active about getting out in front of their price comparison shopping. Integrate your new mobile coupons with your display advertising using QR codes. The new MoFuse mobile coupon manager creates unique, dedicated URLs for each mobile coupon for just this reason. Drive in-store promotions and sales with this powerful combo. The MoFuse mobile coupon manager will even let you upload your own barcode images, or we’ll generate them for you, so your customers can redeem their coupons at point-of-sale.

4. Opt-In SMS Marketing.  People like to stay informed about things they care about. Keep them abreast of special promotions, in-store events, or industry news. Geo-location based SMS services even let you reach out to people when they’re nearby. Perfect for driving impulse buyers through the door. MoFuse can help here, too. We’re rolling out our own SMS marketing program so if you’ve been thinking SMS, give us a call.
 
Mobile has empowered retailers with formidable and fantastic tools, making this an incredibly exciting time to be in retail.
 
Also, if you’re not already a MoFuse customer, you can explore these tools for yourself by taking advantage of our free trial offer.

Does your Mobile Website Design Need a Refresh?

If you want to get serious about mobile, then what better way than to kick off 2013 with a fresh new mobile website design?  While you and your customers are busy celebrating the holidays, our mobile website design elves will be hard at work implementing best practices and giving your site a brand new look.

For a limited time only, we are offering current customers a mobile site design refresh, starting at just $50.  This discounted offer is available for a limited time and is available on a first-come, first-served basis so act now!

 Sign up today for our holiday special!

Take your website from this… to this!

Kachina Cadillac Mobile Website

Kachina Cadillac new Mobile Website

 

Best of the Mobile Web: Mobile Just Keeps on Growing

Here is our latest round up of what is happening in the world of the mobile web:

1.  ”Mobile Drives Adoption of Social Media in 2012,” from TechCrunch.

Consumers now spend around 20 percent of their total time online using social networks via their personal computers, and 30 percent of their time online visiting social networks on mobile, the report found.

Read entire article

2. “Millennials Keep Connected on Ever-More Devices,” from eMarketer.

A March to April 2012 survey from the Pew Research Center’s Internet & American Life Project found that those ages 18 to 29 were more likely than any other age group to engage in real-time mobile activities ranging from coordinating social gatherings to reviewing a business or restaurant.

Read entire article

3. “Mary Meeker Releases Stunning Data on the State of the Internet,” from Venturebeat.

  • Meeker’s data show 2.4 billion Internet users worldwide, a number that’s still growing eight percent yearly.
  • There are 1.1 billion smartphone subscribers worldwide — but that’s still just 17 percent of the global cellphone market.
  • 29 percent of adults in the U.S. now own either a tablet or an e-reader.
  • Mobile devices now account for 13 percent of worldwide Internet traffic, up from 4 percent in 2010.

Read entire article

4.  ”Forrester: 48 pc of Mobile Phone Owners Access the Web, Social Media, and Apps Weekly,” from Mobile Marketer.

Forrester classifies the 93 percent of mobile phone owners into five categories – super connected, entertainers, connectors, communicators and talkers.

The super connected group makes up the largest amount of users with 48 percent of mobile owners. These users access the mobile Web, social media and applications on their devices weekly. This group uses their mobile device for everything from checking news to shopping, opening up possibilities for marketers to use new mobile marketing programs.

Read entire article

What’s on your radar?

 

Mobile Coupons Released!

 

Just in time for the holiday shopping season, MoFuse is incredibly excited to roll out an update that includes a brand new feature: mobile coupons!

Have stuff you want to sell? Have things you want to promote? Not only can MoFuse help you bring you and your increasingly mobile audience together, but with mobile coupons, we can help skyrocket the value of those relationships.

Build Your Own Mobile Coupons!

 

Consumers are migrating to the mobile web at an ever increasing pace. This is opening up new channels through which retailers and service providers can reach out and engage. But it doesn’t mean that it’s time to sweep tried and true tactics away into obsolescence. Customers are savvier than ever, and who doesn’t love a great deal, or an exciting promotion!?

MoFuse knows the mobile web, and we’ve brought our years of mobile expertise to bear. Some of the great features that we’ve built in to our new Mobile Coupon Manager include:

  • The Mobile Coupon Dashboard helps you manage your coupons, as well as monitor the effective frequency of each of your offers and promotions.
  • Short on time or experience? Building out a coupon couldn’t be easier via our intuitive, drag n’ drop interface. Easily create and insert text, HTML and images. We’ll even generate barcodes for POS scanning and redemption!

Also, your customers love options, which means you do to. So we”ve made it dead easy to share your coupon, well, everywhere!

  • Publish mobile coupons directly to any of your MoFuse mobile web sites or mobile landing pages with a click.
  • Embed the unique URL link to the coupon anywhere that loves HTML as much as we do.
  • Go beyond simple URLs and embed the coupon itself with custom embed code.
  • Print campaigns a big part of your life? Done! Use a coupon’s unique URL in conjunction with the MoFuse QR Code manager and create custom, scannable QR codes linked directly to that coupon!
Want a guided tour of this exciting new release? Just click on the below video!

 

 

 
Already have a MoFuse account? Just log in and start building out some new mobile coupons!
 

 

New to MoFuse? Now’s a great time to get to know us. Sign up now for a 14-day Free Trial and get full access to all of our great features, including our new mobile coupons!

5 Things to Consider When you Design a Mobile Website

 

So you are getting ready to design a mobile website but you aren’t sure where to start.  You are probably wondering: What content should I have? What phone do I design for? How can I get traffic to my site? How do I make sure it is user friendly?

Here are 5 Key Considerations for Designing a Mobile Website:

1.  Design for the mobile user

Duh, right? But you would be surprised by how many people think having a mobile website is just getting your regular site to work on a mobile phone.  Not the case.  You need to design for the user on the go.  This starts by recognizing when someone is accessing your site from a mobile device and automatically redirecting them to your mobile-optimized site (MoFuse does this for you.)  Now, at least they are starting in the place where content has been designed for the on-to-go visitor.  Next, think about what content this mobile user wants fast and easy access to.  Do they want to:

  • Find your physical location?
  • Read breaking news?
  • Comparison shop for a considered purchase?
  • Call your business? Send you a text?
  • Find out your hours of operation?
  • Access a menu?
  • Make a reservation?
  • Check sports scores?
  • Receive a coupon?
  • Check out photos from your latest event?
  • Donate to your charity?
  •  Make a purchase?
2.  Design for Efficiency

Knowing what your customers want will drive the content you put front and center on your mobile site.  Remember, most mobile users visit only three to four pages on the average mobile site so make sure your information is easy to find.  They also won’t tolerate waiting more than four seconds for a page to load so avoid any slow loading graphics.  And don’t forget, some visitors may want more information — so be sure to include a link back to your full site.

3.  Design for two thumbs

Mobile devices have difficult input mechanisms like tiny keys or small touch screens.  Don’t make your visitors struggle.

  • If you can give them 1-click-to-call, then do it
  • Avoid convoluted paths to get to essential information and don’t nest pages of information unnecessarily
  • Don’t make visitors scroll down more than three times or visit more than four pages
  • Keep your call-to-action before above and below the content for constant visibility.
  • Use data capture forms but keep them short and use drop-down fields or radio buttons

4. Design for the widest reach

Yes, smartphones now outnumber feature phones, but there are still approximately 5200 different mobile devices out there that you need to worry about.  The good news is, most phones share three common screen widths, however tablets range from 9.7 inches down to around 4 inches.  The easiest way to overcome this hurdle? Using a platform like MoFuse to auto optimize by device.

5.  Stay social

Think about this, 36 percent of all email is opened on a mobile phone (Knotice) and people spend more time accessing social networks from mobile devices then desktops (ComScore). Mobile devices have become completely integrated into our lifestyles.  You need to make sure that your content can be easily shared and is connected with a mobile lifestyle.  For example:

  • Include social sharing buttons on all your mobile content including photos, news, storefronts, events, and more
  • Offer sharing via Facebook, Twitter, email, SMS and social networks used by your audience
  • Make your site dynamic with Twitter feeds, videos, blogs, images, and more
  • Integrate touch points between the physical and the mobile world by including QR codes on advertising, menus, signage, and physical goods
Want to learn more? Sign up for one of our upcoming mobile web design webinars.