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Archive for the ‘Mobile’ Category

Drive Holiday Sales with a Mobile Mindset

August 2nd, 2016 by Marcel Munoz

smartphone and money


Back to school shopping is in full swing and before you know it, we’ll be in the middle of the 2016 holiday season (!!!). The stage is set for a profitable holiday season for retailers who are prepared and have a smart digital strategy in place, with mobile front and center.

The National Retail Federation (NRF) predicts that e-commerce sales are expected to grow at a 3.1% rate in 2016, exceeding the 10 year average of 2.7% growth. The report also noted that non-store sales would outpace overall retail sales growth, increasing from 6% to 9% for the year. Last year, Internet Retailer reported that mobile commerce sales accounted for 30% of all U.S. e-commerce sales in 2015. It’s entirely possible that by 2020 mobile commerce will make up 45% of total e-commerce sales.

“This year, the increase in mobile commerce will be driven by a few things,” said Jaime Toplin, a research associate with BI Intelligence. “Millennials use their phones as their primary device, and as they make more, they’ll spend more. And on the retailers’ end, they are going to create more opportunities for people to buy.”

Drive Sales with a Mobile Mindset

Advances in technology and changes in consumer expectations have made it necessary for retailers to have a streamlined, consumer friendly omni-channel strategy in place. Making it easy for shoppers to buy from a mobile device should be a top priority for online retailers, but it’s also important to remember that smartphone activity also drives traffic to brick and mortar.

  • Focus on the mobile Web, not the app — Unless you’re an industry leader with a very large reach and a product assortment that lends itself to frequent usage, you’re better off focusing on optimizing the mobile web experience rather than building an app.
  • Optimize the mobile checkout process — Require minimal path-to-purchase effort. A few tips to optimize the mobile experience include:
    • Avoid pinch & zoom
    • Eliminate redundant entry fields
    • Shorten the checkout flow and show progress
    • Make it obvious that the checkout is secure
    • Disable autocorrect on certain fields (like addresses)
    • Make your keyboards field sensitive, e.g. default to the number keyboard if the field is numeric
  • Leverage mobile to drive in-store traffic — Give customers a reason to come into the store by offering “in-person” experiences, such as tailoring, product pick up, returns, and exchanges.

The increasing use of mobile devices is a great opportunity for retailers to achieve one-to-one communication with consumers and increase sales across all channels.



Archive for the ‘Mobile’ Category

5 Tips to Find and Win the Micro-Moments

June 6th, 2016 by Marcel Munoz


Micro-moments are the critical touch-points in today’s customer journey. Every time someone picks up their phone or interacts with a mobile device, there is the opportunity for a win.  Consumers are on the go and are making decisions about which brands they want to do business with in a split second.

Micro-moments create endless opportunities to connect with people, but which ones are worth pursuing?

5 Tips for Finding the Right Micro-Moments

  1. Identify the top mobile-centric searches — Tap into your analytics tools and resources like Google Search Console to discover what queries consumers are using when they are on a smartphone. If you have a brick and mortar business or product, “near me” moments will be at the top of the list. But you might also uncover insights such as people researching a “how to” topic related to your products. Based on that insight, you could create content that inspires people to buy from your brand.
  2. Analyze the most popular questions asked of your brand and/or product category — Invest in resources to help you find and analyze the most common queries beginning with “what, when, and how” for your brand or product category. These queries are a gold mine of content ideas and creating the opportunity for you to intersect with the mobile searcher at the right time with the right content.
  3. Reframe consumer surveys — Instead of asking traditional questions about product features, brand perceptions and customer demographics, hone in on the when, why and where searchers turn to mobile to find answers in the mobile moment.
  4. Leverage your internal team to create new ideas — Establish a diverse team with members from a range of disciplines that range from customer service to merchandising to marketing and technical. Use what you know about the customer journey and specifically micro-moments from data, call and chat logs, existing campaigns and journey maps to immerse the team into the process. Then brainstorm and hypothesize about the when and why consumers turn to their mobile devices and generate ideas to create content that matches the consumer intent.
  5. Experiment with in-store interviews — If you have retail locations, get out from behind the desk and go visit them. Talk to the consumers you observe using their smartphone while browsing in a product aisle and find out what they were looking for and whether or not the found the results relevant.

A small device doesn’t mean a small purchase, so don’t miss the opportunity to make the most of it.

Archive for the ‘Mobile’ Category

Mobile Micro-Moments are Changing the Rules

March 3rd, 2016 by Marcel Munoz

people using cellphone

More often than not, mobile is the first screen in the customer experience;—in fact it’s also often the second screen and the third. However, when it comes to digital marketing and e-commerce transactions, too many businesses still prioritize desktop based web strategies over innovating for mobile-first opportunities to engage customers in new ways.

Mobile’s role in the digital marketing ecosystem shouldn’t be treated as a portable version of the desktop website. Smartphones serve as the go-to device for millions of consumers and they are cultivating new behaviors and expectations among connected consumers. Mobile is reshaping how consumers search for solutions and make decisions about products and brands with every tap, pinch and swipe; Google categorizes these new experiences as “micro-moments.”

Defining Micro-Moments

Micro-moments are the critical touch-points within today’s consumer journey, think about how often you reach for your smartphone during the day to complete a common task such as: I want to know, I want to go, I want to buy, and I want to do moments.

When you think about it from this perspective, it becomes clear that mobile behavior represents an entirely new marketing opportunity that doesn’t fit into the traditional rules and requires a fresh (and different) approach to advertising, content marketing, engagement, and media buying. It’s all about creating and delivering experiences that are relevant, engaging, and move mobile customers from point-to-point along the purchase/decision journey.

Each micro-moment is an intent-driven moment used to gather information, visit businesses, and to make purchase decisions. The consumer journey has been fractured into hundreds of tiny decision-making moments along each stage of the “funnel.” We no longer rely on long sit-down sessions at our desk to make decisions. We reach for our mobile devices to take action on whatever we need or want to know right now.

Micro-Moments: The New Battleground

Today’s customer is far more loyal to their need in the moment than to any particular brand—”65% of smartphone users agree that when conducting a search on their smartphones, they look for the most relevant information regardless of the company providing the information.”

This information makes micro-moments the new battleground for brands and makes it essential to think mobile first.

  • Be there. Identify, anticipate and commit to “being there” when the micro-moments for your industry occur.
  • Be usefulMake sure you’re relevant to the consumers’ needs in that moment and connect people to the content that answers their questions.
  • Be quick. Mobile users want to know, go, and buy quickly—make sure your mobile experience is fast and frictionless.

The stakes have never been higher and now is the time to build and implement a mobile first omni-channel strategy.

Archive for the ‘Mobile’ Category

Mobile Strategies: What We Learned in 2015

February 23rd, 2016 by Marcel Munoz

smartphone and money

2015 was the year of the small screen and we saw a lot of retailers get really creative in the mobile commerce space. Mobile devices have become one of the most important portals within the connected consumer’s life. People are using smartphones to do everything from keeping track of how many steps they’ve taken to navigating cross country trips.

In spite of this, most retailers have been fairly passive when it comes to taking advantage of the opportunities mobile commerce presents and in most cases have done little more than offer customers a miniaturized version of their website. In 2015 it became clearer than ever that consumers are using their mobile devices throughout the shopping experience and retailers are going to be forced to take a more proactive approach to delivering a seamless cross channel multi-device shopping experience.

2015 Mobile Shopping Stats

What the Future Holds

“If mobile is the new paradigm, it is not great to have 55 percent unhappy with app experience,” said Matt Asay, vice president of mobile, Adobe. “You have to have a great experience.”

It reminds me of the early days of e-commerce when retailers were trying to figure out how to deliver a good desktop experience. Similarly, no one has quite mastered mobile commerce (m-commerce) and consumers have more patience (for now) when it comes to a less than optimized mobile experience. Most retailers understand the importance of developing a seamless multi-channel/any device digital platform, but just in case you’re not, consider this:

Nearly 40% of all digital commerce transactions include multiple touch points and include both online and offline activities. In addition to ensuring your website is mobile friendly, a key to success in the future will be finding ways to use digital to enhance the in-store shopping experience.

What are your thoughts about the booming growth of mobile commerce? How much do you personally shop and purchase via smartphone? Share your comments below!

Archive for the ‘Mobile’ Category

Top 5 Mobile Commerce Posts from 2015

December 28th, 2015 by Marcel Munoz

people using cellphone

More than half the online U.S. retail traffic is from a mobile device, but PC’s still own the actual sales transaction—for now. Will 2016 be the year that mobile e-commerce sales transactions exceed desktop sales? In reality, it doesn’t matter if the actual sale takes place on a desktop device, in a store, or on a smartphone. Consumers expect a streamlined experience across all channels and the importance of delivering a solid mobile experience is only going to grow.

Let’s take a look at the top posts about mobile commerce and creating a seamless customer experience from 2015:

  1. 5 Elements of a Seamless Commerce Experience —Instead of designing and optimizing by device, channel, or browser, the shopping tasks should be evaluated as a single entity and each touch point should be designed to deliver content that matches the shoppers’ intent.
  2. Are You Ready for Google’s Mobile Ranking Update? —Google’s mobile ranking algorithm update might feel like old news, but there are still a large number of online retailers that don’t fare well when it comes to the mobile experience. In addition to your pages being mobile friendly, your navigation and site-search needs to be easy to use, fast, and relevant. If you want to win in 2016 and beyond, think mobile first.
  3. The Benefits of Responsive Design —The need to meet consumer demand has made it necessary for businesses across all industries to tackle a complete website redesign. Successful redesign projects start with a “mobile first” approach and the benefits of responsive design are becoming obvious.
  4. Serious about Improving Mobile Conversions?  —It’s one thing to pass the “mobile-friendly test,” which—in a nutshell—means that pages of your website render nicely on a mobile device. However, it doesn’t mean that your website is optimized for the user experience and will result in shopper conversion.
  5. 5 Major Trends Driving E-Commerce  —Nearly 40% of all digital commerce transactions include multiple touch points and include both online and offline activities. In addition to ensuring your website is mobile friendly, a key to success in the future will be finding ways to use digital to enhance the in-store shopping experience.

2016 is sure to be an exciting year and it’s going to be interesting to see how much mobile sales grow. What’s your prediction? Share in the comments below or join us on our LinkedIn page to continue the conversation.

Archive for the ‘Mobile’ Category

The Benefits of Responsive Design

October 15th, 2015 by Marcel Munoz

There’s no denying that mobile devices play a critical role in the customer journey. The need to meet consumer demand has made it necessary for businesses across all industries to tackle a complete website redesign. Successful redesign projects start with a “mobile first” approach and the benefits of responsive design are becoming obvious.

Responsive design involves building a single base of code that automatically detects the device and optimizes the layout and functionality of a website to deliver the optimal user experience. There are advantages for both the retailer and the consumer:

Read the rest of this entry »

Archive for the ‘Mobile’ Category

Serious about Improving Mobile Conversions?

April 22nd, 2015 by Paul Matker

smartphone and money

Google’s “Mobilegeddon” update has businesses scrambling to make necessary changes to keep their organic search rankings on mobile devices. Unfortunately the focus seems to be solely on passing the “mobile friendly” test and not on improving mobile conversions.

Surprisingly, not everyone seems to have gotten the message that Google changed its algorithm to include “mobile friendly” as a ranking factor. According to TechCrunch, as many as 40% of Fortune 500 companies failed the mobile friendly test!

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Archive for the ‘Mobile’ Category

Are You Ready for Google’s Mobile Ranking Update?

April 1st, 2015 by Paul Matker

people using cellphone

Everyone, including Google, has been talking about the importance of having a mobile-friendly website for the past couple of years. As of April 21, 2015 it’s no longer an option if you want your website to be found in mobile search results. This past March, Google announced that they will be rolling out a major algorithm update that will affect mobile searches world wide. They said it will take a few days, maybe even up to a week before the mobile ranking update is complete.

Google wants to return links to the most relevant and user-friendly  web pages in their results, regardless of whether the information lives on a web page or a mobile app. The bottom line is that after the week of April 21, if your website isn’t mobile friendly, you can forget about showing up on the first page of mobile search results (and who goes to the second page?). Read the rest of this entry »

Archive for the ‘Mobile’ Category

Pros and Cons of Going “Responsive”

March 5th, 2015 by Marcel Munoz

LEGO Heart

It’s one thing to say it’s important to provide a unified customer experience across all channels and devices, but it’s also easier said than done. The debate between creating a separate mobile version of a website vs. “going responsive” is taking place in conference rooms and hallways around the world.

There’s no question that building a single base of code that automatically detects the device and optimizes the layout and functionality of a website is a major undertaking, and it’s important to understand the pros and cons associated with that effort.

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Archive for the ‘Mobile’ Category

Top 10 Mobile Commerce Posts for 2014

December 30th, 2014 by Dan Bulauski

We all knew mobile was going to be big in 2014, but nobody predicted just how big it was going to be. It’s a little too early to have the Holiday 2014 statistics collected and analyzed, but every indication is that mobile commerce accounted for anywhere from 25 – 30% of online holiday purchases. Taking a look back, here’s a recap of our top 10 mobile commerce posts for 2014:



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