Tag Archives: Modell’s

2015 is The Year of Mobile and 5 other predictions

crystal-ball

Around this time of year, you’re going to be inundated with “resolution” and “prediction” posts, with folks proselytizing on their views of tech trends for the upcoming year.

Your boy is no better.

But unlike these other jokers at Mashable, Techcrunch, Gawker, et al., who spend time researching, interviewing experts and reviewing industry reports, I simply comb through their work, cherry-picking the tastiest tidbits and regurgitating their work as my original thought.

I kid, I kid.

But seriously.

The end of the year provides a great opportunity to review the wins, hits or misses or the previous year and reliably forecast what may happen in the year ahead.

There have been a number of interesting developments over the past year, which give me confidence to say that 2015 will be the year of mobile.

For example, there are more mobile devices than people on the earth.

Let that sink in for a moment.

That’s significant, especially if all of these people are browsing from their mobile devices.

Even if only half of them utilize their mobile devices as the primary means for getting online, brands that aren’t mobile-enabled are going to see their bounce rates increase and revenues decline, as folks abandon them for sites that are mobile optimized.

But rather than talk about how mobile will impact brands generally, here are my top five mobile predictions for 2015.

1. Mobile payments are going to take off. With Apple Pay already being adopted by 220,000 vendors, the mobile payment trend is undoubtedly going to grow. Apply Pay joins other established mobile payment solutions, like Google Wallet and PayPal, and newcomers, like LevelUp and Paydiant, as well as a host of others scoping the mobile payment space, including Square and Swipely. With folks taking privacy and security seriously, e-commerce sites and mobile applications that allow users to avoid the necessity of having to manually input payment details over insecure wifi networks, will undoubtedly be the preferred method for completing online transactions.

This year, I predict mobile payments becoming a standard.

2.  Mobile sites will proliferate this year. As brands start to realize that customers are spending increasing amounts of time on mobile devices, getting in on this action will be a critical strategy to engagement. Last year, the average person spent almost 3 hours a day on their mobile devices. That’s more time than they spend online, and this trend will likely continue. With streaming services offering television-like abilities, mobile may eventually outpace tv. But at a very basic level, this year brands will acknowledge that the failure to have a mobile site (either mobile enabled or fully responsive) is a distinct competitive disadvantage.

I predict the number of mobile sites will invariably grow at a tremendous pace this year.

3. Widespread adoption of auto-fill. Retailers bemoan cart abandonment as the bane of their existence. Over 68% of e-commerce shopping carts are abandoned. The holy grail for online shopping involves seeing shoppers through checkout. But for mobile shoppers, there is nothing more frustrating than having to complete payment and shipping forms on their mobile device. Payment options like PayPal or Amazon One-Click save users from filling out many of the fields required to complete their online purchases, but too few online vendors are set up with streamlined payment processes. And while a fine tuned checkout doesn’t necessarily equate to fewer abandoned carts, it couldn’t hurt!

Auto fill is a simple and easily implemented solution, that can occur at the browser or native (device) level, which will enable users to quickly and securely complete online forms, typically with one click, dramatically reducing the amount of time (and frustration) required to complete payment or shipping information (or forms of any kind). Google Chrome has already implemented the ability to auto fill forms in both full HTML and mobile web browsers, and many of the mobile payment solutions described above, also include the ability to complete non-payment forms as well.

I predict widespread adoption of mobile autofill solutions, as more players enter the space and users become more conversant with these types of platforms.

4. Mobile loyalty programs will grow. Nearly every retailer I frequent has some sort of rewards program. Stores like Anthropologie, Sephora, CVS, Modell’s, Target, and ShopRite all have rewards programs tied to a keychain or wallet-sized reward card that patrons can present at checkout to earn points or qualify for rewards. But 2015 will see an increasing number taking advantage of Passbook or eliminating cards in favor of mobile loyalty or punch cards. Instead of having to present a loyalty card, users will simply whip out their cell phones flash a QR code and transmit their rewards or loyalty account info, similar to how Starbucks and Dunkin Donuts’ mobile rewards work.

I predict that 2015 will see more brands taking advantage of the convenience of mobile loyalty and release Passbook-like offerings of their own.

5. Wearables will change the mobile landscape. In the not-too-distant past, when you thought “wearables” a massive virtual reality helmet was probably all that came to mind. But with Oculus Rift making wearable headsets more like goggles, and less like NFL helmets, the concepts is more palatable. The definition of wearables has extended from virtual reality headsets, to Google Glass to fitness devices like the Nike FuelBand, the Fitbit tracker, the Apple Watch and Android smart watches. Wearables will open a whole host of smart applications, devoted to health and fitness, as well as medical diagnostics.

I predict that wearables will have a breakout year in 2015, driven primarily by the Apple Watch, but supported by advances in Android wearables, the proliferation of 3D and augmented reality applications adding rich virtual layers to users’ real life experiences.

What are your mobile predictions for 2015? Feel free to comment and share!

Happy New Year!

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Filed under advocacy, mobile

Go loyal. Five tips for building a loyalty campaign.

Loyalty

If you’re anything like me, you’re a loyalty whore.

If a brand or business I patronize has any kind of loyalty program, sign me up!

CVS, Duane Reade, Starbucks, Amtrak, US Airways, Starwood, Modell’s, Whole Foods, Children’s Place.

You name it, I’m registered.

And why the fuck not?

If I’m spending my hard earned dough buying your goods or services, why shouldn’t I be rewarded?

Sure, I’ve got to spend $1,000 in order to get $5 off my next $500 purchase, or fly a gazillion miles to upgrade to first class, but so what?

I’m being rewarded for my loyalty!

And loyalty equals retention equals repeat purchases and visits.

As happy as I am to find that a business I support has a loyalty program, I am equally dismayed when they don’t.

Really, why wouldn’t you want to incentivize patronage?

In this competitive day and age, when shoppers have so many choices of where they can spend their dollars, doesn’t it make sense to offer something your competitors don’t?

If you’ve thought about implementing a loyalty program, but don’t know where to start or think that it’s too expensive or difficult to manage, here are five simple tips to get your loyalty game popping!

1. Use an existing loyalty platform.

If you’re unsure of how to start a loyalty program, fear not. There are a number of really good off-the-shelf loyalty programs that you can use to get started. They don’t require any technical expertise, and in many instances, they’re free.

loyalblocks

One such program is LoyalBlocks. LoyalBlocks is a loyalty app for businesses. It’s fully customizable and allows merchants to offer promotions and specials to their customers, in exchange for frequent visits. With LoyalBlocks, you simply set up your ‘loyalty club,’ create your rewards, custom specials, punch card offers and in-store content, and you’re ready to go. There’s also a customer-facing app which your customers can download and start getting rewards.

shopkick

Shopkick is another app that rewards users for simply walking into different businesses. Partner stores and establishments benefit from the foot traffic and engagement. With Shopkick, users who visit partner businesses receive “kicks” or points, which can be accumulated and redeemed for rewards. Businesses who sign up for Shopkick receive beacons which can be discretely installed, and which track when users are in (or near) their stores. Shoppers can receive targeted offers and prompts, based on their location to drive sales.

Still a lil’ gun-shy and just want to test the waters? Then FourSquare may be perhaps the simplest way to get started. Currently, there are over 50 million people using Foursquare to find businesses. The simple act of having visitors check-in to your business via FourSquare and share that check-in with their networks, can prove an invaluable driver for your business. FourSquare’s online tools for merchants let businesses track visitors, create ads, special offers and deals.

2. Give something away!

retailmenot

One sure fire way to get people into your store is giving something away – discount on their next purchase, 2 for 1 special, coupon or gift-with-purchase – anything to make customers feel like they’re saving a buck. Apps like RetailMeNot have made it super easy for businesses or brands to give potential customers a reason to shop with them. RetailMeNot operates the world’s largest marketplace for digital offers, enabling consumers across the globe to find hundreds of thousands of digital offers from their favorite retailers and brands. App users can search through offers, which can be redeemed in store or online.

groupon

Similarly, platforms like Groupon or Living Social, which offer steeply discounted deals, are another way of giving customers (and potential customers) a means through which they can get down with your brand. By routinely publishing special offers, your customers will have a reason to check in on you often to make sure they’re not missing out!

3. Incentivize sharing.

If you’ve ever purchased a Groupon or a Living Social deal, you know that you can get your deal for free by inviting your friends to buy the same deal. If the deal is compelling enough, it’ll gives users a reason to share. Even if the person who shared the deal can’t get enough of their friends to buy it (and thereby earn their’s free), people love to announce the fact that they just copped a good deal to the world. By adding social sharing capabilities to your offers, you’re taking advantage of folks’ natural narcissistic inclination to share.

4. Make it social.

Much like the point above, we live in an increasingly connected world, where virtually everything we do is posted on social media. Folks share when they’re on their commute to work, when they’re eating out, when they’re at the gym, even when they’re doing nothing. People spend more time on social media than they do with their children. Make it easy for your users to share by building social sharing capabilities directly into your loyalty program. More importantly, give points for liking you on Facebook, tweeting about your experience or adding a hashtag to a picture and posting it on Instagram and engaging in that social behavior. Social is an increasingly important part of most people’s lives nowadays, so get in on the action!

5. Promote. Promote. Promote.

icon_promote

If you’ve got a marketing budget, think about taking out ads talking about your loyalty program. Set aside part of that budget on Google Ads that drive specifically to your loyalty landing pages or to landing pages where your loyalty program is featured prominently.  Don’t have a budget? Then tweet, post status updates on Facebook and hashtag the heck out of some flicks to drive awareness about your new program.

If a loyalty program falls in the forest and there is no one around, does it make a sound? There’s nothing worse than a loyalty program that no one knows about. So don’t let your loyalty program languish in obscurity. Talk about it!

Have some ideas on building a loyalty program, I’d love to hear about it. So feel free to comment below.

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Filed under apps, branding