People don’t realize that, for many retailers, the holiday season is when they finally reach profitability. Black Friday simply means that the revenue finally exceeds expenses and the company is finally in the black, an accounting term. I couldn’t imagine the stress that retailers are under – especially this season as behaviors are changing, the economy is in question, and so many are unemployed.
Winning the m-commerce game is not simply about tactics during the holiday season. It’s about building relationships, loyalty, and mutual interactions throughout the year. This creates army of loyal customers who have a sustained mobile relationship with brands for many months before a seamless transition to the holidays where shopping online is a natural extension of the brand-customer relationship.
This infographic from Sparked, a company specializing in expanding mobile engagement, discusses some of the behavior patterns that are changing – like Webrooming and Showrooming. Webrooming happens when people use their mobile devices to engage with brands online and then hit the retail outlet when they make a purchasing decision. Showrooming is when users are in the retail outlet utilizing their mobile phones to research products online before buying them.
This research stems from a survey of 165 marketing, commerce and supply chain executives, and 12 deep-dive interviews with executives who reveal the ways they are rethinking their engagement strategy.