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How can you create a mobile-first merchandising strategy?

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Mobile-first merchandising is the practice of designing and optimizing your online store for mobile devices, such as smartphones and tablets. It is not just about making your site responsive or adaptive, but also about creating a seamless and engaging shopping experience that meets the needs and expectations of mobile users. In this article, you will learn how to create a mobile-first merchandising strategy that can help you increase conversions, loyalty, and revenue.

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Syed Naeem Uddin Ashrafi

Retail Professional????????????
Oussema Bouaissi

CEO & Founder of LINKS | Digital Brand Strategist

1 Understand your mobile customers

The first step to creating a mobile-first merchandising strategy is to understand who your mobile customers are, what they want, and how they behave. You can use analytics tools, customer surveys, and user testing to gather insights into their demographics, preferences, pain points, and journeys. You can also segment your mobile customers based on their device type, location, browsing behavior, and purchase history. By understanding your mobile customers, you can tailor your merchandising to their specific needs and interests.

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Syed Naeem Uddin Ashrafi

Retail Professional????????????
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The first step to creating a mobile-first merchandising strategy is to?understand who your mobile customers are, what they want, and how they behave. You can use analytics tools, customer surveys, and user testing to gather insights into their demographics, preferences, pain points, and journeys.

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Oussema Bouaissi

CEO & Founder of LINKS | Digital Brand Strategist
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To create a mobile-first merchandising strategy, we should begin by gaining insights into our mobile customers' demographics, preferences, and behaviors using tools like analytics, surveys, and user testing. We can segment our mobile audience based on factors like location and browsing habits, and then personalize their shopping experiences accordingly. It's essential to optimize our mobile platform for responsiveness, streamline the checkout process, and offer mobile-specific promotions. We must continuously monitor performance and adapt our strategy to meet the unique needs of mobile shoppers, enhancing their experience and driving sales.

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2 Optimize your mobile site speed

The second step to creating a mobile-first merchandising strategy is to optimize your mobile site speed. Mobile users have short attention spans and high expectations, so they will not tolerate slow-loading pages or glitches. You can use tools like Google PageSpeed Insights, Lighthouse, or Pingdom to measure and improve your mobile site speed. Some of the best practices to optimize your mobile site speed include using a fast and reliable hosting service, compressing images and videos, minifying code, enabling caching, and using a content delivery network (CDN).

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3 Simplify your mobile navigation and search

The third step to creating a mobile-first merchandising strategy is to simplify your mobile navigation and search. Mobile users have limited screen space and time, so they need to find what they are looking for quickly and easily. You can simplify your mobile navigation and search by using clear and concise labels, categories, and filters, providing a prominent and intuitive search bar, offering autocomplete and voice search features, and displaying relevant and personalized results and recommendations.

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Oussema Bouaissi

CEO & Founder of LINKS | Digital Brand Strategist
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You need to focus on UX/UI and customer personas. By knowing who your customers are and what they want, you can design your mobile site to suit their needs and preferences. This will make them enjoy shopping on your site more, and increase your conversions and loyalty. One of the key aspects of UX/UI is mobile navigation and search. You have to make it easy for your customers to find what they are looking for on your site. Use simple labels, clear categories, and helpful filters to organize your products. Provide a visible and convenient search bar with autocomplete and voice search features. Show relevant and personalized results and suggestions to help your customers discover more products

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4 Showcase your products with mobile-friendly content

The fourth step to creating a mobile-first merchandising strategy is to showcase your products with mobile-friendly content. Mobile users rely on visual and interactive content to evaluate and compare products, so you need to provide them with high-quality and engaging product images, videos, and descriptions. You can showcase your products with mobile-friendly content by using responsive and adaptive design, optimizing your images and videos for mobile devices, using zoom and swipe functions, adding product reviews and ratings, and using augmented reality (AR) and 3D models.

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Tomek Dabrowski

Product Merchandising @ Nike ? I build product strategies that make impact through people and process know-how ? I mentor professionals and facilitate networking opportunities @ The Global Merch Forum
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Another point to consider is that some products come to life better in real life than digitally. If you have multiple similar products across a range of price points, the difference between them might be clear when seeing them next to each other in person while online or on mobile, they may look identical. You will need to put additional thought into displaying product features and rethink how to showcase a product to someone who cannot touch and feel it before buying.

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5 Encourage mobile conversions and loyalty

The fifth step to creating a mobile-first merchandising strategy is to encourage mobile conversions and loyalty. Mobile users have different barriers and motivations to buy than desktop users, so you need to address their concerns and incentives. You can encourage mobile conversions and loyalty by offering secure and convenient payment options, such as mobile wallets, one-click checkout, and buy now pay later (BNPL), providing free and fast shipping and returns, creating a loyalty program that rewards mobile purchases, and sending personalized and timely push notifications and emails.

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6 Test and optimize your mobile merchandising

The sixth and final step to creating a mobile-first merchandising strategy is to test and optimize your mobile merchandising. Mobile merchandising is not a one-time project, but a continuous process of learning and improving. You can test and optimize your mobile merchandising by using tools like Google Analytics, Google Optimize, or Optimizely to track and measure your mobile performance, identify areas of improvement, and run experiments and A/B tests. You can also solicit feedback from your mobile customers and implement their suggestions and requests.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you create a mobile-first merchandising strategy?

1

2

3

4

5

6

7

1 Understand your mobile customers

2 Optimize your mobile site speed

3 Simplify your mobile navigation and search

4 Showcase your products with mobile-friendly content

5 Encourage mobile conversions and loyalty

6 Test and optimize your mobile merchandising

7 Here’s what else to consider

Merchandising

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How can you create a mobile-first merchandising strategy?

1

2

3

4

5

6

7

1 Understand your mobile customers

2 Optimize your mobile site speed

3 Simplify your mobile navigation and search

4 Showcase your products with mobile-friendly content

5 Encourage mobile conversions and loyalty

6 Test and optimize your mobile merchandising

7 Here’s what else to consider

Merchandising

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