A recent survey by ForeSee says that up to 65% of e-commerce site visitors use their smartphones while in the store to visit the retailer’s Web site and 39% use them to check the competitors website. Also, nearly 60% of these visitors have interacted with the company with their phones, and 18% haven’t done it yet but will do in the future.
The survey also shows that luxury and non-luxury brands both provide similar satisfaction to their clients, which is quite surprising for one would expect luxury brands to provide better customer experience than non-luxury ones. What’s more, luxury and non-luxury companies’s priorities when it comes to improvement are also similar although their customers’ priorities are different. Finally, consumer expectations are also different, meaning that there are important satisfaction expectations.
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What kind of shoppers are more satisfied with luxury retail websites?
Actually it’s those buyers who purchase items online at least once a month who are the most satisfied with this kind of marketing. They mark their satisfaction at 81, while those who visit these sites several times a year (but not so many times as once a month) average a satisfaction score of 79 and those who have visited the sites for the first time average satisfaction score of 73. When it comes to visitors who are looking for a certain product the average satisfaction score is 76. These are 41% of all visitors.
Finally 39% of visitors visit the sites to make a purchase and not just to have a look around. These average a satisfaction score of 81.
What is the visitors’ behaviour like?
65% would rather research and purchase online, but 22% buy at thew store and just do their research online, and 6% do both their research and buying at the store and 4% research at the store but purchase online.
Another significant piece of information is that more than 50% of luxury retail-store visitors use their mobile phones to do their research.
Now why is mobile so important? I mean, it’s already been discussed that luxury retail sites are “more mobile” than non-luxury ones. But why is this?
The answer is quite simple. The medium is of great importance because it intertwines into the marketing strategy.
It’s also very important to know what kind of customer you’re dealing with and to be able to divide them into different groups. Obviously, the better you know the customers the better you’ll be designing offers for them.
The best ways to reach customers is to use multiple mobile channels such as QR codes, SMS, mobile advertising or social media, which all complement eachother.
