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Mobile Shopping: Are Fashion Brands Struggling To Cope?

How do innovative, digital-forward fashion brands engage with mobile customers at scale, while still maintaining intimacy and emotional resonance with each customer? That’s a question every fashion brand worth it’s salt should be able to answer.

Over the past few years, we’ve seen a meteoric rise in mobile e-commerce. Mobile shopping was up 55 percent in 2018.

Despite this clear shift to mobile, fashion and retail marketers have struggled to keep pace. Many marketers are still focusing their efforts on legacy channels like email and display advertising — channels that were not designed for a mobile-first ecosystem. Seeing that open rates on email averaged a paltry 12.43 percent among retailers in 2018, it’s evident that this new generation of mobile shoppers no longer live on email. I once tried to create a fun community by email when I convened the first swap party in 2018. It barely worked because I discovered apart from work, most people do not check their emails often, and they definitely do not intereact through mails, especially when they have Whatsapp, Instagram, Snapchat,Twitter etc. Furthermore, consumers are frustrated and oversaturated by invasive ads and spams. They want a brand experience that maintains a dialogue — instead of a lecture — on the channels they actually frequent.

To have a strong e-commerce presence, and see your mobile audiences grow, consider mobile-first channels like Facebook Messenger and SMS to offer your customers a two-way, mobile-friendly marketing experience. Mango Nigeria uses SMS and Whatsapp to interact with it’s consumers, answering questions and passing on information directly.

Mobile messaging enables brands to create interactive experiences where they can engage customers directly in automated, two-way dialogue, as well as gather first-party data to better segment their audiences and offer more relevant, personalized messaging. They can also ensure they’re listening to their customers and engaging them in ongoing conversation.

The advantage of using Facebook Messenger and SMS means brands like are able to utilize each channel in a distinct but cohesive way. With multi-channel messaging, brands can test different channels to find the most appropriate and relevant ways to engage customers in the places they actually spend their time.

Rebecca Minkoff, for example, asks customers directly which channel they’d prefer to receive messages on and which products they’d like to stay updated about. Because these brands are speaking directly with the customer, they’re able to procure the most accurate customer data possible. And since mobile-messaging companies like Chatkit give customers ownership over their data — and are seamlessly integrated with a brand’s CRM systems — mobile messaging replaces campaign-specific channels with an evergreen, always-on channel that informs all of their other marketing.