Taking a swipe at branding for mobile
Updated: Jul 4, 2018
Mobiles are ubiquitous - 97% of us use a mobile. Many adults have two.
The stats say we check our 'phone 28 times which results in 2,600 clicks, swipes and scrolls - every day! So, it’s not surprising to learn that E-commerce is fast becoming a mobile environment.
Desktop e-commerce is in decline and this is not the future.
E-commerce sales = mobile.
The larger on-line retailers are saying the same thing. Amazon say more than 70% of their shoppers buy through a mobile device. All of the major multiples have their own mobile shopping app.
This presents some significant challenges for brand owners. Particularly for their packs and how they present on-line. Or, more to the point, on a mobile screen.
Most packs are designed for the real world environment where shoppers can pick them up. No problem here in recognising a brand, then reading the detail and making a decision to buy. In the analogue world relative size is obvious. And a conditioner has some differences to a shampoo when you take a few more seconds to pick up the pack and look carefully.
But in the mobile world all pack shots render to the SAME SIZE - regardless of their physical size. To make matters more difficult, long thin bottles and short square tubs ALL have to fit into the same size square on my mobile screen. Meaning some products become tiny and indistinguishable.
Mobile is a ‘fast swipe’ environment. For shoppers it’s annoying having to double tap to see more clearly what they are about to buy. Products with a clear and impactful mobile presence see an uplift in on-line sales (see below - But does it work?).
Whats’s the answer? Enter the 'Mobile Hero Shot'.
Cambridge University has been working with Unilever to address head on the issue of how best to present brands on-line. And how to deal with differing variants, sizes and formats.
Using their findings and recommendations here's some 'before' and 'after' examples we developed for Marigold Health Foods.
Aside from Unilever, the recommendations have been taken up by the likes of Danone, Nestlé, Mondelez and General Mills - in fact nearly all the major food brands. Over 70 of the world's leading on-line retailers now accept ‘hero' or ‘optimised’ images.
But does it work...?
In simulated shopping trials Cambridge University saw an increase in product selection of between 4 - 14% of products using Mobile Hero Shots. Real time 'live' sales reports from UK brand owners have recorded between 2 - 24% sales uplift using the same techniques.
Are Mobile Hero Shots relevant to new, challenger brands and smaller artisan brands?
Does any of the above apply? We think it does.
On-line sales are a crucial part of the sales and marketing strategy for these brands,
The need to get packs mobile ready is acute. Too many new food products are just a smudge on our mobile screens where not even the branding is legible. Shoppers just scroll on... Another lost sale!
But with a better understanding of how branding application, typography and colour works in such formats, these brands can be just effective and dynamic on-line as the big brands. And that means more sales.