New Retail Study from OtherLevels Finds Mobile Messaging Frequency, Content & Targeting Support Successful “Mobile-First” Retail Marketing Campaigns

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Market-Tested Strategies & Tactics Create 28% Increase in Lift, 22% Boost in Engagement, 50% Increase in Open Rates, Notes 2015 Retail Mobile Messaging Study

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Data in our Retail Mobile Messaging Study confirms the basic tenets of mobile marketing, and it gives today’s mobile marketers assurances and clearer guidelines on how to craft, target and deliver mobile messages that are personal, relevant and engaging.

“Mobile-first” messaging strategies built around content, frequency, customer segmentation, targeting and re-targeting can have a significant impact on the success of retailers’ mobile marketing campaigns in time for the bustling holiday season, according to results in a recently published Retail Mobile Messaging Study from OtherLevels (http://www.otherlevels.com).

OtherLevels, a leading digital marketing platform, describes 19% increases in lift in engagement from mobile messages that enabled customers to pre-order items, scan barcodes or join a retailer’s loyalty program. The study also noted up to 28% increases in lift around mobile app usage based on how recently consumers received mobile messages.

These and other key findings are covered in the OtherLevels study, now available for download. The findings are based on results of mobile marketing campaigns by OtherLevels for clients during Q4 2015 and Q1 2015. The report also includes data from third-party sources about the growth of mobile marketing in the retail sector.

Mobile will play an essential role in ecommerce growth this holiday season – eMarketer predicts US retail mobile commerce sales to increase more than 32 per cent by the end of this year.
Beyond 2015, Deloitte’s recently released “Global Powers of Retailing 2015” report affirms that mobile retailing is expected to reach $614 billion in annual global sales by 2018.

“The data in our Retail Mobile Messaging Study confirms the basic tenets of mobile marketing, and it gives today’s mobile marketers assurances and clearer guidelines on how to craft, target and deliver mobile messages that are personal, relevant and engaging,” said Ramsey Masri, CEO of OtherLevels. “These client-based results show that message frequency, client segmentation, targeting, and personalized content can produce big gains in engagement and activity with mobile customers.”

Among other findings in the report:

  •     Relevant content can create a 19% increase in users’ views and clicks, especially if consumers rely on the smartphone as a personal shopping assistant. Retailers noticed a 13.7% increase in lift around the ability to add items/products to a shopping list, for example, and nearly 15% lift in usage for a sort-by-aisle feature.
  •     Retargeting has the potential to boost message open rates by 50% or more.
  •     Brand engagement increases with messaging frequency – up to 11.8% lifts in engagement for consumers logging up to 10 sessions of app usage and 22.2% lifts in engagement for those logging up to 20 sessions of app usage. The underlying content tended to be utilitarian, timely (e.g., holiday-related) or based on consumer preferences, activities and previous behaviors.

“Mobile marketing is simple and complicated at the same time,” Masri notes, “but it’s fundamentally about creating an immersive experience with smartphone-enabled customers. “Personal, relevant and timely are easy concepts to understand, but they are often challenging to deliver because they require a lot of data and the right strategies. This report sheds more light on what works – and what works best – within the retail environment.”

To interview Masri or for more information about the report, please contact Vanessa Horwell at vhorwell@thinkinkpr.com, +1-305-749-5342 ext. 232 or Nikkia Griffin at ngriffin@thinkinkpr.com, +1-305-749-5342 ext. 239.

About OtherLevels

OtherLevels is a leading digital marketing platform with offices in San Francisco, Boston, Philadelphia, London, Brisbane and Melbourne. OtherLevels is at the forefront of the enterprise marketing transformation being driven by the massive shift to mobile. The OtherLevels digital marketing platform enables marketers to engage and retain their audience across desktop, mobile web and apps. For more information, please visit http://otherlevels.com.

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Nikkia Griffin
ThinkInk PR
(305) 749-5342 Ext: 239
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