As you can see this year we went to many events related to technology and digital marketing, the program was different, it was very specific, it was about m-commerce in the fashion industry. The event was absolutely fantastic! It was held at CaixaForum in Barcelona.
During this event we got a chance to participate in a debate on how m-commerce is changing the fashion industry and what other changes to expect due to rapid technology development. We were fortunate to be part of real-time discussions with speakers who work in the fashion industry and have different digital strategies.
After listening to the main digital leaders in Spain such as Purilingia, bestsellers, hevacers, Brinsins, WGSNs and others, here we want to list 10 of our key findings:
10 important findings for m-commerce
1. M-commerce has become an essential part of the fashion industry and mobile apps are a primary point of differentiation. The mobile app should not be a copy of your website or your catalog, it should be target-friendly, which buys through mobile.
2. Social networks and apps should not avoid the rise of m-commerce, as shoppers create online content by the user before making a purchase. Instagram, fashion and lifestyle blogs, social selling platforms are used during the customer’s journey before completing a purchase
3. Mobile app itself is not enough. The hardest thing is not to attract people to download your app – it depends on your budget and creativity, but the most important thing is to retain customers, make them visit your mobile app frequently .
4. For example, there are now a lot of shopping malls that use geofencing and ibicon to impress potential customers, which they are more receptive to at the moment. Or attract tourists to the shop with special promotions sent via push notification and this tourist can easily be converted into a buyer.
What’s more, mobile apps allow people to save time and time nowadays more than money, that’s all! So instead of waiting in a queue when you already know what you want to buy, you can buy it online through the mobile app and get your product at home. Flagship stores are only as a branding tool, as they are a sales channel, so they are definitely necessary when digital sales also store brick and mortar. Mobile devices will serve as lead generation for brick and mortar store foot traffic through exclusive, time-sensitive and geo-relevant offers.
5. Online shopping is really about three activities: browsing, research and shopping. Mobile actually helps consumers browse their product choices and fill idle moments with important product research.
6. There are three main ways to attract consumer attention:
Send notifications These are text-message style pop-ups that anyone who downloads the app can choose to receive. With the steady decline in email open rates, push notification is an attractive new marketing channel for fashion brands that attracts people! Typically, consumers accept push notifications: about 90% of downloaders will choose to receive these messages.
Land fence This is when your phone knows exactly where you are, so that applications can send you location-specific deals, invitations and promotions. For fashion brands, this is an excellent tool for connecting the dots and combining a personal online and offline experience.
This is where retailers can take advantage of customers who have downloaded their app, and by connecting with a customer’s Facebook account, to show them what products they have liked, or what products they have liked. Let’s browse and visit. Special discount to them. For fashion brands, there is no doubt that mobile will continue to play an important role. Recent studies have shown that people who are 25–34 years old prefer to buy products through mobile apps. What’s more, a survey by the Luxury Institute showed that 67% of wealthy smartphone users make regular purchases on their devices.