Touch of Modern is grasping on to its mobile customers.
In fact, 70% of the retailer’s sales are from mobile devices, Jonathan Wu, chief operating officer, told Mobile Strategies 360 at the Internet Retailer Conference and Exhibition in Chicago last week.
Touch of Modern Inc., No. 259 in the 2016 Internet Retailer Top 500 Guide, is a web-only flash-sale merchant. Its customers are mostly young, urban men, Wu said. Many of those shoppers are on the go, which is why so many of its sales are via a mobile device, he said. For example, many shoppers add products to their cart on the web and then check out in app, he said.
Approximately two-thirds of its mobile sales are made in app and about a third are via the mobile web, Wu said. Plus, Touch of Modern receives between 150,000 and 200,000 downloads per month. Acquiring and maintaining app shoppers are priorities for Touch of Modern as those customer are more valuable in terms of their life time value and repeat purchases, Wu said. In fact, 57% of Touch of Modern shoppers are return shoppers, according to Top 500 Guide data.
To acquire these valuable shoppers, Touch of Modern focuses on mobile advertising, Wu said. Most of its mobile ads are display ads, such as native ads embedded into the text of an article or social media ads on Facebook and Instagram. The ad message typically encourages consumers to download the app, he said. The ads have “fairly good metrics,” although Wu declined to give specifics. Next, Touch of Modern will be looking to launch mobile video advertising, he said.
Some features in the iOS app are Apple Pay, which allows shoppers an express checkout. Also, a consumer can take a picture of his credit card and the app can capture all the information it needs, such as the number and expiration date, without the customer having to fill in those fields manually.
Other app features include video on many product pages, and filtering tools that allow for quick product searches by price and category. Touch of Modern notifies its app users of new daily sales via push notifications, or alerts to a consumer’s smartphone. Countdown clocks on product and category pages of the app display the amount of time remaining for each flash sale.
Next on Touch of Modern’s to-do list is enhancing the Android version of its app. The updated Android app will launch in a month or two, Wu said.Favorite