Behind this bizarre term actually hides the key trend of 2012: Social, Local, and Mobile. But what does this clearly mean for online merchants? You can’t escape it—SOLOMO will be at the heart of your business in 2012. The faster you start applying it, the further ahead you’ll be from your competitors.
Decrypting this term:
Social media was a major trend of 2011 and will continue to be in 2012. Numerous social platforms are born every week, and you’ll need to position yourself on the most promising ones.
- Local - LO
Local commerce is back in fashion and hasn’t been this popular in 50 years! Customers want to have experiences that touch and concern them. They want to connect their daily life and their connected life. The proof—recommendations have never worked so well. With a global site, you can now get recommendations for the bakery or restaurant down the street.
- Mobile - MO
The next major trend! Smartphone users are increasing every second and stay connected 24/7. Mobile-only platforms took off in 2011 (such as Instagram and Foursquare) and are now essential to the network of sharing content. In 2012, you will thus need to make your business more mobile-accessible, or risk losing clients. Millions of applications are downloaded everyday on mobile devices—why not yours too?
The perfect example of SOLOMO in 2011 is foursquare. This free mobile (MO) application uses geolocation to find your position, such as the café downstairs (LO), which you can then share with your friends (SO)!
How to apply it to your store NOW!
There are no specific rules to follow, but there are concepts to develop. Get your store involved in social media by proposing, for example, discounts to those who share your store’s products on facebook. You can also integrate your store directly into your fan page and let your community pay with facebook credit. It’s a new way to have happy customers!
You can also offer promotions adapted to clients based on their location!
Finally, make your store mobile-accessible. Apply at least one mobile theme to your store so that when your customers connect to it with their smartphones they’ll see a display adapted to their mobile device. Even better, opt for an app! It lets you powerfully manage marketing around your community with push notifications, geolocalisation, and more. You customers will have a store at the tip of their fingers 24/7 and can make purchases anywhere!
Now you’ve understood that the term SOLOMO brings together several key trends you can’t ignore. Let your imagination run free and evolve your business at the same time using these innovative technologies!