Basics of Mobile Marketing Strategy

Introduction

The mobile revolution in the last decade has re-created a new era of an always-connected society which has reshaped the retail industry, including the clothing sector, in a major way (Euromonitor, 2013). Mobile devices becoming more powerful with their own operating systems, has given rise to a new marketing strategy enabling companies to connect to their consumers on the go and on a 24-hour basis (Emarketer, 2013). This new phenomenon has impacted on the purchasing behaviour of consumers in the clothing sector as well, who are increasingly adopting this new shopping medium. This emerging trend has resulted in all major clothing retailers working to gain online presence with a view to achieving a stronger customer relationship and sustaining a strong presence in the clothing industry which is becoming highly competitive (Keynote, 2009). With the rise of more sophisticated mobile devices, namely smartphones, this new convergence has resulted in powerful consumers who now have their stores in their hands (Abrams, 2013).

The purchasing habits of consumers have undergone a drastic shift from traditional physical high street shopping to home shopping (Keynote, 2013; Ozuem, Howell & Lancaster 2008). The role of salesmen and shopping displays has now been eclipsed with modern ways of shopping using technology. Research by Euromonitor (2013) identified consumers who increasingly favour seeking shopping information on their smartphones rather than consulting a salesperson or relying on adverts. The use of smartphones is thus not limited to buying online but rather it is that device which accompanies the consumers in their shopping experience such as browsing for product information, product reviews, price comparisons, consulting friends and families prior to shopping, or simply buying online. “This unique ability has transformed the social and spatial aspects of shopping for many consumers” (Brown et al., 2003). In fact, the ongoing connectivity and exposure to shopping information are resulting in an ‘always shopping’ state of mind (Babbitts, 2013). If the art of mobile marketing is effectively and efficiently mastered by retailers, this can lead to strong positioning in their respective market. Although this new marketing trend has had a strong influence in different retail sectors, a survey carried out by Emarketer (2013) showed that consumers in the apparel sector still favour physical purchase or buying via the PC rather than smartphones when buying online. The main hindrance to buying via smartphones is usually a non-user friendly mobile site (Emarketer, 2013). The answer to successful retailing via smartphones relies on a strong technique and the application of mobile commerce (Branki et al., 2008). Despite consumers showing a preference to shop or buy clothing in physical shops, being “creatures of convenience” there are billions reaching first for their phones when they think about shopping (Boyle, 2013). Much is assumed about the supposed effects of smartphones on the luxury fashion sector, but much research in the field suffers from epistemological and ontological incompatibility and can be interpreted in various conflicting ways. This chapter focuses on the impact of smartphones on consumer buying behaviour, particularly on the UK luxury fashion sector.