Mobile has been very, very good to beauty product retailer Sephora. Speaking at Mobile Marketer’s Mobile FirstLook: Strategy 2013 conference, exec Johnna Marcus noted that the company saw a 167% increase in mobile orders last year, a 75% rise in mobile traffic and more than 50% of their email opens are now coming in from mobile devices.
Their goal is to develop mobile as a consumer’s personal shopper delivering reviews, keeping track of preferred brands and highlighting hot, new items on an on-going basis. They’re also highly invested in the concept of a mobile wallet that integrates with the Sephora gift card. And see that scan button in the upper corner of the app? That allows consumers to scan barcodes on in-store packages or items in their girlfriend’s purse in order to instantly see reviews and buying options. It’s a make-up lovers dream.
Sephora is just one of the many retailers seeing a significant rise in m-commerce. According to eMarketer, consumers will use their smartphones and tablets to buy $37.44 billion worth of retail goods in 2013. This is up from $23.72 billion in 2012.
When they’re not buying, they’ll be using their mobile devices to do research. More and more, consumers who used to turn to a PC for information are now turning to mobile. eMarketer says that in 2013, there will be 118 million mobile shoppers in the US and in the next few years, 8 out of 10 digital shoppers will also be using mobile.
A lot of the increase will be due to tablet usage since tablets make couch shopping so inviting and easy.
Let’s wrap this up with some startling mobile numbers from eBay.
1 our of every 3 includes mobile at some point! Mobile is not longer just a trend, it’s now a necessity for retailers of all kinds.