Disruptive Mobile Strategies Critical for Today’s Brick-and-Mortar Retailer Survival, Says StepsAway

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Leading In-Mall Mobile Retail Solution Offers Top Three Ways to Drive 365-Degree Mobile Consumer Engagement

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“By offering geographically and personally relevant offers or content, and combining push and pull marketing strategies throughout, retailers will be well positioned to capitalize on untapped consumer wallet share,” said Allan Haims, CEO of StepsAway.

Brands must adopt disruptive mobile engagement strategies to survive and thrive in today’s digitally driven brick-and-mortar retail environment, says Allan Haims, CEO of in-mall mobile retail solution StepsAway. Working with major retailers in a variety of categories to promote hyperlocal in-mall promotions, browser-based mobile app StepsAway today offered retailers the top three strategies for driving 365-degree mobile consumer engagement.

1) Don’t underestimate geographic + offer relevancy – Consumers using their smartphones to find the latest deals are looking for relevant offers nearby so they can complete their purchase immediately. To leverage this intersection of immediacy and relevancy, mobile marketing strategies must be geographically refined with location-based technologies, such as Wi-Fi or geofencing, and include competitive, compelling, seasonally appropriate deals.

2) Combine push and pull mobile strategies – When it comes to push and pull mobile marketing initiatives, it’s not a “one versus the other” debate, but instead requires a combination strategy to achieve a dynamic mobile customer relationship. For example, offering a browser-based shopping app as well as sending SMS or beacon-driven promotions enables retailers to meet consumer-shopping requests while also introducing upselling and cross-selling opportunities into the equation.

3) Meet consumer personalization needs – Many of today’s shoppers willingly opt into loyalty programs and are using apps that gather their demographic information and specific buying preferences. Incorporating this data into a larger marketing strategy that ties mobile, digital and in-store promotions together is key for retailers to holistically engage consumers with the right offers throughout their purchase journey.

“Brick-and-mortar retailers must cohesively engage mobile consumers throughout their buying cycle in order to have a greater impact on their immediate buying decisions as well as build long-term loyalty—translating into increased revenues,” said Haims. “By offering geographically and personally relevant offers or content, as well as combining push and pull marketing strategies throughout, retailers will be well positioned to capitalize on untapped consumer wallet share.”

About StepsAway
StepsAway is a market-first, in-mall mobile retail solution offering shoppers smartphone access to hyperlocal in-store deals—driving more brick-and-mortar transactions. StepsAway empowers mall owners to increase sales per square foot and gives retailers an innovative way to reach and influence on-property consumer purchase decisions. Consumers access StepsAway – SAMobile™ – via a web-based mobile app upon signing onto a mall’s Wi-Fi network and then peruse deals offered on premises. Officially debuted in August 2014, StepsAway is a privately held company with offices in Los Angeles and Los Gatos, California. For more information, visit http://www.stepsaway.com.

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Eve Sheridan
Young & Associates
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