Tag: holiday mobile shopping

Target has been greatly expanding its mcommerce offerings and is now focusing on specific demographics.

After a highly successful Christmas shopping season, Target is now taking its mobile marketing in more specific directions as it places its focus on the Hispanic community for its 2013 advertising and promotions.

It will be using certain cutting edge advertising techniques to reach these smartphone using consumers.

Even before the holiday shopping season has come to a close, with after Christmas sales still heavily sought, the retail giant has confirmed its intentions to work with LatinWorks in order to expand its U.S. Hispanic account, following an extensive review process that was performed over a three month period.

This mobile marketing effort is a strategic effort to improve appeal to the Hispanic community.

According to the Target senior group manager of public relations, Katie Boylan, “LatinWorks has been selected and will be our primary strategic partner for Hispanic marketing.” The retailer has been working to reach out to the Hispanic community for some time, and has been improving its position in that marketplace. However, it is hoping that by partnering with LatinWorks, it will be able to truly excel.

According to the latest data from the mobile industry, the Hispanic and Black populations are some of the communities in which smartphone penetration is at its greatest. This makes the Hispanic community one of the most important places for any mobile marketing campaign to place its focus.

A report from Portada that was released in June showed that the smartphone penetration in the United States had been approaching 50 percent at that time. It expressed that “it’s no surprise that the adoption of mobile shopping tools has been rapid.”

The Hispanic community has been a part of this adoption trend to a much greater extent than Caucasians in the country. In fact, 16 percent of Hispanic shoppers use their smartphones or tablets for making a purchase, when compared to only 10 percent of Caucasian consumers. Target has seen this as a very important mobile marketing opportunity, and it is one that they do not intend to miss.

OpinionLab sheds light on consumer feedback

OpinionLab, a leading provider of Voice of Customer feedback, has released its Holiday 2012 eCommerce Site Experience Findings study. The study focuses on shedding insight on the experiences that consumers had using mobile commerce and e-commerce platforms during their holiday shopping in 2012. Christmas has yet to arrive, so the study mostly accounts for the experiences consumers had during the Thanksgiving shopping weekend, which includes Black Friday and Cyber Monday. The study draws upon the information provided by more than 43,000 consumers.

Consumers favor tablets over smart phones

Mobile commerce had a strong showing during the holiday shopping season this year. Millions of consumers made use of their mobile devices in order to purchase the products that they wanted the most. According to OpinionLab, one theme dominated the feedback they received for the study: Most consumers favored their tablet device over their smart phones when shopping. The study notes that consumers using tablets were more satisfied with their shopping experience than those using smart phones.

Tablets are not ideal for commerce

Though consumers preferred their tablet devices, the study shows that tablets were most favored for shopping, not for actually purchasing products. The study indicates that more consumers used tablet devices to research products, price hunt, and browse online stores. Customer satisfaction begins to diminish when mobile transactions become involved, with consumers claiming that tablet devices are not well suited to take advantage of e-commerce platforms. Part of this may be due to the fact that e-commerce platforms are rarely optimized to be used on tablet devices.

2013 may be a great year for mobile commerce

Tablets are becoming more popular with consumers, presenting a promising opportunity for retailers and other businesses in terms of engagement. Tablets have already shown promising growth this holiday season and this momentum may well carry into next year. OpinionLab predicts that mobile commerce will have an even stronger performance in the 2013 holiday season than it did this year.