Acquisition & Engagement

Spotlight On: REI’s Mobile Program Manager

Becky Doles

This is an exclusive Q&A with Jessie Morris, Mobile Program Manager at REI. Jessie is scheduled to be a panelist at #Postback15.

Q: As a mobile retailer, how do you address lower conversion rates on mobile devices?

On mobile, you can’t expect to close every touch point with a sale, it’s really focused on what we call “mobile influencer metrics” or “mobile enabled metrics” — being in the right place, at the right time, with the right content to create successful mobile moments for our customers. Whether that’s product, expert advice, or “where to go” content, mobile needs to support your customer’s immediate needs, seamlessly.

Q: What advice do you have for brands that are struggling to be successful on mobile?

When mobile is half, or more than half of your digital traffic, and bringing in a considerable amount of your online revenue, you have to support it like a legitimate business, with dedicated resources, product roadmaps, and leadership support.

At REI, mobile started as a Test & Learn initiative back in 2009 when we first launched our mobile website and Snow Report App, we then transitioned to building a solid foundation over the last several years to mature the business. Now, we’re moving forward with the concept that mobile needs to be run as a business and are continuing to ingrain it in our thinking as we strive to deliver best-in-class customer experiences across screens. That requires dedicated internal mobile evangelists to continue to advocate for this across marketing, ecommerce, merchandising, and retail stores and teams.

Q: What gets you excited about the future of mobile commerce?

Personalization, customization, targeting — it’s about putting the brand to work for the customer and making a better overall experience for customers, not just selling more.

Q: What are you most looking forward to at #Postback15?

Looking forward to all the great mobile marketing discussions with some of the industry’s top leaders.

Register for #Postback15

Postback 2015

This year’s Postback event will be held July 23 & 24 in Seattle, WA. Featuring a lead keynote address from Malcolm Gladwell, nine panel sessions with discussion from 30+ industry experts, and training for TUNE products, Postback is a can’t miss event for all serious marketers. The event also includes an outdoor happy hour, private boat cruise around Lake Union, and a concert with a secret artist, giving you plenty of opportunities to connect with other industry professionals. To register or learn more, visit the Postback website.

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Becky Doles

Becky is the Senior Content Marketing Manager at TUNE. Before TUNE, she led a variety of marketing and communications projects at San Francisco startups. Becky received her bachelor's degree in English from Wake Forest University. After living nearly a decade in San Francisco and Seattle, she has returned to her home of Charleston, SC, where you can find her enjoying the sun and salt water with her family.

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