By Dean McElwee, eCommerce leader and author of eCommerce for CEOs
In the next five years, 50% of all US online sales will be made via mobile devices, with mobile shopping apps leading the way. Prior to the pandemic, 54.8% of all smartphone users used a mobile shopping app, in 2023 it will be 65.5%.
In fact, one of the best proxies for online performance and adoption of new platforms is downloads, where Temu and SHEIN regularly top the charts. So you need to think about mobile first. So what does this mean if you are working with retail media?
- When inventory is offered, are you purchasing one single ad across the estate or does the retailer offer an option between mobile and website?
- Can you use push notifications to prompt behaviour on certain days of the week or times of the day?
- Are you considering SMS marketing? – with so much happening on devices, its becoming fashionable again.
- What is the difference in performance between the different environments, and how does this change your allocation decisions?
Mobile first!
