Shoppable Content Is Causing A Major Disruption In Retail

Mobile puts the mall in the hands of consumers, but it’s up to brands to provide dynamic shoppable content that transforms shopping activity into a shopping experience.

The methods by which we shop have changed dramatically since the introduction of e-tail, and most recently, that change has been heralded by mobile. Just as retailers are looking for inventive ways to win consumers and drive revenue, a new trend is igniting the industry and getting it excited for innovation again: shoppable content on mobile.

While many marketing professionals are aware of the concept of shoppable content, which is a way for brands to offer direct links to purchasable items featured in their content, it has only been used briefly—and we’ve yet to see its true potential. Now, thanks to mobile content marketing solutions, we’re seeing shoppable content transform the way consumers shop. A big factor driving this momentum is CMOs’ investment in mobile content marketing. In a recent Forbes survey of marketing executives worldwide, 48% noted that mobile marketing is having the greatest effect on top-line growth, while 43% selected content marketing as the key driver.

With mobile use surpassing desktop last year, CMOs are facing the facts and making noticeable strides toward strengthening their mobile strategies. However, many brands are still struggling to curate and distribute their social media feeds, blogs, and catalogs to their increasingly mobile audience. By providing shoppable content on mobile, consumers can flip through articles and videos and, with the tap of a finger, instantly purchase items they desire. Convenience isn’t the only factor propelling shoppable content to the top of CMOs’ minds; it’s ability to provide relevant items to consumers based on their interests is a huge opportunity as well, since 78% of consumers report desiring some degree of personalized content. Shoppable content simplifies the path to purchase—from content to cart.

As retail marketing is evolving, mobile has become the new mall—open 24 hours a day, seven days a week. Its appeal is upped by its experiential ability to put a product right in line with content, creating an immersive experience for the shopper. Brick and mortar offers a tangible outing, but the mobile mall offers an impactful experience, providing consumers a medium to shop whenever they want, wherever they want, and however they want—on demand.

The mobile mall is growing at an outstanding rate. According to Flurry Analytics, in 2015 shopping was one of the top four fastest-growing categories for mobile usage, growing by 81% over 2014’s numbers. So it’s not surprising that Juniper Research reports mobile retail purchases will exceed $707 billion by 2018.

The surge in mobile shopping activity means more brands are looking for new ways to engage potential buyers outside of their own mobile apps. By creating a unique content experience via mobile, brands can gain invaluable consumer data and insights, which can then be leveraged to provide targeted omnichannel marketing. For example, marketers can aggregate their stylish Instagram feeds, YouTube videos, and fashion blogs into a mobile content marketing experience, such as a Microzine, that enables their content to be shoppable—with clickable content offerings like a shabby-chic lamp or a kelly-green cashmere sweater based on the consumer’s interests. All of which make the shopper feel exclusive by transforming the brand-centric content into a visceral shopping activity to be remembered and lauded socially.

Mobile puts the mall in the hands of consumers, but it’s up to brands to provide dynamic shoppable content that transforms the mobile shopping activity into a mobile shopping experience.