Midwestern discount retailer Gordmans Stores is among the brands leveraging an engagement marketing platform that enables marketers to rank users in their community based on their influence and activity on social media, mobile and email, resulting in more successful targeting efforts.
Mass merchants, department stores and malls
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A significant mobile win during the holiday 2014 shopping season was the number of retailers who regularly updated content for on-the-go shoppers while failures included a lack of cross-device consistency and inefficient click-and-collect experiences.
Department store company Stage Stores saw a 133 percent increase above their standard response rate from its use of mobile chat to ask shoppers what holiday items they were still looking for in their last-minute purchases.
NEW YORK – A Kohl’s executive at the NRF 104th Annual Convention & Expo discussed how the retailer leveraged data analytics to create a mobile application that resonates better with consumers.
Macy’s announcement of a merchandising and marketing restructuring suggests that mobile was not as strong of a performer during the recent holiday shopping period as it could have been thanks to the retailer’s lack of a clear lifestyle approach and overly promotional stance on mobile.
With more than 60 percent Target.com traffic coming from mobile in November and December as well as Black Friday weekend mobile purchases coming in two times higher than in 2013, the mass merchant proves that when retailers build strong mobile experiences, shoppers will come.
As mobile receipts-based promotions begin to mature, early adopters are taking the strategy to the next level by integrating with their loyalty initiatives and using it to measure the return on investment for different media channels.
Some of the largest ecommerce brands are seeing 25 percent of ecommerce video plays coming from mobile devices, up from 19 percent a year ago, a new analysis by Liveclicker shows.
Sam’s Club is ramping up efforts to drive membership sales to its retail warehouse clubs in 2015 by offering consumers a $20 gift card usable on mobile devices upon enrollment, with an additional $5 for those who share the promotion on Facebook.
During the final week of the holiday shopping season, Target is ramping up efforts to bring added convenience to last-minute shoppers via a variety of mobile services, including special offers, store pickup and gift cards.