March 23, 2012, 11:12 AM

Mobile adds a new dimension to a customer’s value

It increases the lifetime value by 15% for Best Buy.

Lead Photo

Consumers who engage in mobile commerce generate more value for this retailer.

Best Buy Co. Inc. has found its more valuable customers are ones who don’t just visit the e-commerce site or the bricks-and-mortar store. They also shop using their smartphones  and tablets.

How valuable are these customers? The multichannel Best Buy consumer who uses a mobile device makes 15% more e-commerce purchases than the non-mobile consumer, said Chris Moroz, Best Buy associate manager for digital analytics. And, for in-store purchases, the mobile Best Buy consumer is 25% more valuable.

Speaking at the Adobe Digital Summit 2012 in Salt Lake City, Moroz said Best Buy calculated these figures by measuring three sets of data. One was connecting the BestBuy.com visitor data to its database of registered customers. Another was the result of surveys sent to e-commerce visitors who filled their shopping carts, but abandoned the sale. The third was a survey at the point of sale about the consumer’s shopping experience. The data then was screened through digital analytics software from Adobe Systems Inc.

“We found that on any given day a BestBuy.com visitor is more likely to purchase in-store,” Moroz said. Of consumers using a mobile device to visit Best Buy’s m-commerce site, one-fourth were found to make an in-store purchased within two weeks of their visit, he said.

Best Buy, incidentally, fared best in a recent survey by market research firm ClickIQ of the behavior of consumers using smartphones in stores.

To find out what happened after the in-store research was complete, survey respondents were asked to state where they eventually purchased the product they were researching. Best Buy did the best job of retaining the sale. 35% of those that researched at Best Buy ended up purchasing at the Best Buy store with another 14% purchasing at BestBuy.com. However, 21% purchased the product from Amazon.com. The rest did not purchase.

At the conference, Moroz said the next step for Best Buy is to automate much of the data collection process and to get more data about how consumers use Best Buy’s smartphone apps. “The mobile-savvy customer needs to be heard,” he said.

Best Buy is No. 11 in the Internet Retailer Top 500 Guide and No. 16 in the Mobile Commerce Top 300.

Lynn Lanphier, director, digital analytics, Best Buy Co. Inc., will speak this June at the Internet Retailer Conference & Exhibition 2012 in Chicago in a session titled “The new age of analytics: Creating a data strategy that leads to increased sales.” And learn more about the Mobile Workshop at IRCE 2012. 

The IRCE $200 early-bird discount expires March 31!

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