There may be some who would say that the most important moment in marketing is the point of sale, because that is when the commitment of purchase is made. But while that is an essential moment, consider this thought: the most important moment in marketing is the moment you connect with the customer. That’s why Mobile Marketing is vital for retailers.
Look around at the people who are shopping in the stores…how many are on their phones? Each one of these shoppers could be reached immediately with SMS technology. But that isn’t happening. In a Research Brief from the Center for Media Research, we see some reasons why:
- While 60% of CPG and retail marketers create digital messages, only 37% of that number have a plan that unifies customer experience.
- 90% of customer transactions still happen in-store
- The biggest challenges to digital campaigns for retailers are lack of budget (57%), not an immediate priority (54%), lack of the right roles (34%), technologies don’t offer this functionality (28%), limited access to tools/training (31%), lack of executive support (35%), and insufficient coordination between departments (17%)
Tools & Support For Seizing The Moment Effectively
It’s pretty frustrating to be part of that 60% majority creating digital messages if those messages are not effective. But the effectiveness is hindered when the mobile marketing strategies are not part of an integrated, comprehensive retail management system. One could even speculate that the lack of budget and priority are the cause of limited access to tools/training, lack of executive support, and insufficient coordination between departments.
The plan to unify customer experience is made possible with ChainDrive Professional Services. From helping retailers select the best software for their needs to providing the support needed to make that software effective, ChainDrive is there. When all the data is accessible and integrated, all operations are optimal.
Isolating mobile marketing has been proven to be ineffective, as research shows. Integrating mobile marketing into a unified customer experience transforms the moment a message is read into a moment of connection.
