Businesses are going mobile-first. Are you?
Being mobile-first is all about knowing which mobile channel works best for your customers’ needs and how to align your mobile strategy to match. Having a mobile strategy is becoming fundamental to developing a business that is fit for future customer needs. Often a company sees their mobile strategy as just an extension of their internet strategy. They neglect to see that mobile builds new opportunities and have changed consumer behaviour. This shift to mobile has unlock new economic potential. But of course we are going to say that. After all, here at judo we spend all day thinking, talking and creating in mobile. Therefore, here are a few other companies that have developed great mobile strategies, and their reasons for developing their mobile channels. The snapshots below will give you an idea of what your business can achieve if you develop a great mobile strategy. This is the first part of a series dedicated to explaining how to develop a successful mobile strategy that brings you more conversion.
The “pay-on-the-go” app – RingGo
Looking to improve the current old-fashioned parking situation across London, RingGo has stepped in with a fantastic mobile app. RingGo allows you to simply park up, use GPS or a unique number on the pay-machine to find your parking location, select duration of stay and pay via the app. Once a user has registered a few car and credit card details, it is a very simple payment system, requiring just CV2 for repeat payments. Parking duration can be remotely extended too, in case a meeting runs over or lunch is too good to cut short. Anyone can use their free app, but it is the corporate offering that will appeal most – allowing employees to pay for their parking across the capital using a single account. If you spend a lot of time driving within London for work you will know this is a god-send. But why have all these city councils decided to go mobile? Harry Clarke, Commercial Director for RingGo explains:
“Employees driving around London want to get about their business as quickly and easily as possible and with RingGo Corporate that’s precisely what they do. There’s no need to pay and claim or memorise card details. They just park, call or use our apps, and deduct the charge from their company account.”
Going responsive – River Island
Research commissioned by The Guardian with Verdict revealed that 75% of mobile users would buy more through their mobile devices if more websites were optimised for them. One company leading this trend and putting mobile at the heart of its business is River Island. They have designed a visually fantastic responsive site with a customer-centric layout. It is incredibly easy to view products and shop – just as it should be. A lot of businesses are beginning to see the benefits of having a website designed to cater for all platforms. River Island teamed with Maxymiser, a website testing and personalisation service, to gain valuable insight into customer shopping behaviours and drive cross-channel revenue. Their e-commerce development manager explains why:
“We will be able to gain a true understanding of how customers flow through the website and the purchase funnel, for example, and ensure that their website experience is optimised accordingly.”
Encouraging brand loyalty – Shopkick
One of the main reasons people recommend developing a mobile app is that it boosts customer loyalty. Shopkick (currently US only, with plans to expand into other markets) takes this notion to the next level for brick-and-mortar stores. With 6 million active users, Shopkick partners with big brands such as Macy’s to reward its customers for simply entering one of their stores. Users receive rewards in the form of “kicks” within the app and these kicks get traded in for gift tokens. An app that creates loyalty from your customers is priceless. If that person buys on mobile or physically visits your store more frequently after using the app, the the app has achieved something that has eluded e-commerce and traditional stores for years. Shopkick CEO, Cyriac Roeding, puts it best:
“I’m for… people walking into a store and being treated like an individual rather than a nameless face. I’m for people walking out of the store with a smile on their face rather than frown – feeling well-treated rather than being treated like a number, without having found what they were looking for. I’m for creating the possibility that consumers can have wonderful shopping experience in real world.”
Developing a successful mobile strategy is not easy, it takes time, money, planning and testing. But it is worth it. The above are just snapshots of how businesses, existing or new, can benefit from thinking mobile-first. In the rest of this blog series we will take a look into how to select the mobile channels that work best for you, how to build a successful mobile channel and how to market your mobile app.
About Judopay · Judopay simplifies in-app payments, enable frictionless checkouts and intelligently prevents fraud for leading companies globally. Our payments and mobile experts help guide businesses and their development partners to create best in class apps to make paying faster, easier and more secure. Founded by serial financial technology entrepreneurs in 2012, Judopay is backed by leading venture investors and supported by banking and card scheme partners to offer in-app payments that are simple, frictionless and protected.