How can brands use mobile data to turn browsers into buyers this Christmas?

Purchases via smartphones and tablets drove sales last Christmas. Consumers spent £5.18bn via mobile devices, with John Lewis experiencing an impressive 76% of Christmas Day traffic from mobile.

Mobile commerce generates a wealth of real-time customer data that enables brands to make powerful audience connections and improve targeting accuracy. So how can brands use the insight afforded by mobile data to enjoy greater online and offline retail success during the festive season?

Understand and target consumers

Mobile data offers detailed insights into consumer interests, shopping habits and buying intentions. This data not only enables marketers to enhance seasonal sales by pinpointing and targeting influential touchpoints, it can also uncover surprising audience statistics.

A recent report conducted by Near into shopping trends at Sainsbury’s, Tesco and Waitrose found that, contrary to expectations, more 16-24 year olds visited Waitrose than the other stores. Sainsbury’s was more attractive to young professionals and Tesco saw higher footfall from groups of parenting age.

Such data gives brands a unique understanding of their audience demographics and those of their competitors — a distinct advantage at the busiest time of the shopping year.

Measure cross-channel strategies

Consumers interact with several offline and online channels before making their final purchase and location-based data enables marketers to attribute their path to conversion. Using location footprints mapped to device identifiers, brands can measure ROI on digital and out-of-home spend.

This helps brands understand whether an in-app mobile advert contributed to a purchase or not.

Time activity perfectly

In the countdown to Christmas, timing is everything, and with an accurate idea of the time and day consumers are most likely to be browsing in-store, and online, brands can significantly increase conversions.

The mobile location data from Near’s research reveals that Wednesday is the most popular shopping day and the peak time period is between 1pm and 7pm. For brand marketers, this insight could drastically reduce wastage from ads served at the wrong time.

Mobile location data gives marketers an unprecedented understanding of how consumers interact with brands across channels and devices. It also offers brands a priceless tool in the age of austerity — attribution that uses mobile data to measure marketing effectiveness, allowing brands to optimise budgets and impact – not just at Christmas, but all year round.

As published in Brand Republic.