移動優惠券能促進線上線下商務

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文章分類 : eCommerce, SMB

根據 comScore 的數據,2010 年底,移動電商佔美國電商市場的 3%,而 2012 年假日購物季則上升至 11%。這相當於約 186 億美元的消費者支出,同時還沒有包括 comScore 單獨統計的旅行相關購物活動。

comscore-mobile-coupon

根據 comScore 的數據,2010 年底,移動電商佔美國電商市場的 3%,而 2012 年假日購物季則上升至 11%。這相當於約 186 億美元的消費者支出,同時還沒有包括 comScore 單獨統計的旅行相關購物活動。

在移動電商行業,向用家銷售他們此前不瞭解的產品已成為一種藝術,而移動分類服務和移動優惠券推動了移動電商的發展。憑藉零售和購物應用構成的全新生態系統,業內人士預計,到今年底,移動電商支出將佔美國零售電商市場的 15%。

BI Intelligence 此次發佈的報告重點談到了移動優惠券的作用,其要點如下:

– 驅動數字營收。成功的優惠券營銷活動能幫助電商網站吸引用家,推動在線銷售額。到 2014 年,美國市場移動優惠券的用家數預計將達到 5320 萬。而移動優惠券的使用率將約為 10%,高於傳統打印優惠券的約 1%。

– 提升線下銷售,給實體店帶來客流。有效的優惠券策略能吸引更多消費者前往實體店。移動優惠券也將提供一種方式,幫助此前遠離移動廣告的大型消費類包裝商品品牌接受移動廣告。

– 收集數據。由於移動優惠券通過手機接收,但離線使用,因此將成為一種獲取用家數據的完美媒介。這將幫助廣告主獲得消費者的線下購物數據,閉合移動 O2O( 線上至線下 ) 的購物行為鏈。考慮到目前 O2O 模式仍是一個挑戰,移動優惠券帶來的移動 O2O 將很有價值。

– 建設關係。優惠券是品牌與消費者溝通的另一個渠道。優惠券不應被太多地視為折扣載體,而應當更多地被視為附帶優惠的內容。如果合理利用優惠券,那麼可以將消費者、零售商和品牌更緊密地聯繫在一起。

Source : comScore

As recently as late 2010, mobile commerce was only 3% of e-commerce. By the end of last year’s holiday shopping season, that number had risen to 11%, according to comScore. That’s approximately $18.6 billion in consumer spending – and that doesn’t even include travel-related purchases, which comScore counts separately.

New mobile merchandising trends — merchandising being the art of selling people products they didn’t know they wanted — like mobile catalogs and coupons are helping to drive this explosion.

Thanks in part to this new ecosystem of retail and shopping apps, mobile-generated retail spend could rise to 15% of retail e-commerce by the end of this year.

In a new report from BI Intelligence, we examine the main reasons why mobile commerce is exploding, dig deeper into the numbers underpinning the explosive growth, and analyze the new mobile merchandising trends — like mobile catalogs and coupons – that are contributing to this growth.

Here’s a brief overview of why retailers and brands are offering mobile coupons:

Driving digital revenue: Successful coupon campaigns can help e-retailers acquire customers and drive online sales. By 2014 the number of mobile coupon users is expected to increase to 53.2 million a year. At roughly 10%, the redemption rate of mobile coupons crushes that of print coupons, which hovers around 1%.

Increasing offline sales and foot traffic to physical stores: Effective coupon strategies can lure more consumers into bricks-and-mortar locations. Mobile coupons are also proving to be a path into mobile for large consumer packaged goods brands that have previously shunned the medium.

Gathering data: Because they are received on phones but often redeemed offline, coupons are a perfect medium for acquiring consumer data. It is a great way for them to collect data on offline purchases and close the mobile-to-offline purchase loop. In a world where the linking of offline and online consumer behavior is still a daunting challenge, that’s a valuable resource.

Building relationships: Coupons are essentially just another channel through which to communicate with consumers. It’s useful to think of coupons less as a discounting vehicle, and more a piece of content with an offer appended. If coupons are done right, they will weave a customer and a retailer or brand more tightly together.

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