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The essentials of turning smartphone sales to offline purchases

As the smartphone era continues to boom, the user is becoming more comfortable with purchasing and browsing on their mobile. Seven out of 10 people in the UK now own a smartphone and a recent study in America found more than a quarter of shoppers use their smartphone to pay for purchases.

Does this mean the end is in sight for the traditional high-street shopping? Not necessarily, the smartphone user can be engaged and driven to purchases offline if their needs are considered. We’ve identified key areas to focus on, in order to stay ahead of the curve and up-to-date with the smartphone generation.

Pay attention

It’s important you pay as much attention to your online presence as it is to your physical store, with a study by comScore finding that four out of five customers now use smartphone to browse shop websites. Ensure that your mobile site is responsive to all devices, with clear and easy access to store locations and contact details.

Engage the smartphone user

As it’s evident that the consumer is going to continue to integrate mobile in their daily lives it’s important to use this to your advantage. Approximately one in four mobile phone users will use their phone to make use of smartphone discount offers this year and their popularity will continue to rise. By offering exclusive online discount vouchers to mobile users, which they can later use offline, the user will be encouraged to visit a physical store.

Get on the map

Smartphone technology means we now are more likely to access data on the go. More than half of smartphone users will use their handsets while out shopping to compare nearby stores and products. If your business is not easily found online, it’s likely you could miss out on passing consumers. Ensure you appear on relevant online listings and maps, as well as having a Google+ page set-up so the search-engine can easily pin-point your location.

Be responsive

Making your site responsive was briefly mentioned earlier in this article. Responsive design in simple terms means creating a website which optimises it’s self for each device it’s viewed in, whether that be a computer, laptop or mobile device. To really take this to the next level, you can add additional engagement opportunities for smartphone users. For example, using QR codes in store with more information, discounts etc. may improve smartphone engagement, as a recent survey found that 80% of smartphone owners would like to be able to use their phones more to aid in-store shopping.

Tailor to your audience

A final point to consider is that when using online advertising you need to tailor your adverts to the mobile users. For example a banner which works well in-store, may not translate in the same way to the smartphone user. Keep this in-mind when creating adverts. What would make you click?

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