For the new generation consumers, shopping never stops. From making an everyday purchase to researching a big commodity, we rely on mobile devices. These important consumer dependencies on mobile devices are critical for brands. Are brands making use of this opportunity? They’re opportunities to connect with consumers, especially on mobile. 93% of people who use a mobile device for research go on to make a purchase.
Mobile- The new shopping assistant
We don’t go to a store without our wallets; many of us say the same thing about our smartphones. In stores, 82% of smartphone users turn to their devices to help them make a product decision. What they find online can influence their decisions right down to the very last minute before a purchase. After reading something on a smartphone, nearly one in four shoppers has changed his or her mind about buying something while in the checkout line. Shoppers enter the stores with rich detailed information about the specific products and are using their smartphones to find the required details instead of interacting with the store employees. A majority of the shoppers use their phones inside a store to compare prices. This so-called “showrooming“
With the increasing dependence on mobile as a “personal assistant,” Google is revamping some of these features to make it easier for consumers to do research in the buying process.
From product review to purchase
When searching for a product, we often rely on reviews. Studies show that more than half of the people surveyed said that they check product reviews on their phones while shopping in a store and YouTube has become a top source for reviews.
Big decisions on small screens
These reviews aren’t just important for low consideration purchases. They’re also important in making big decisions such as investing in a new home, booking a vacation, or buying a car. Today’s path to purchase is more dynamic than ever before. This constant access to information means a lot to brands.
How to win those mobile customers?
Whether they’re in a parking lot, in a grocery store, or waiting patiently at the airport, shoppers are using smartphones to help them decide what to buy. Here are six ways brands can win smartphone customers:
Identify your consumers.
Talk to them through surveys to figure out when and how they’re researching and making purchase decisions.
Be there when they research.
Create a comprehensive strategy that works holistically across channels such as search, video, social, and display. Keep in mind that consumers may be at home, in store, or somewhere in between, when they doing research about products.
Give relevant information.
Simply being there in these moments isn’t enough. Look at how people are searching—the questions they ask, the terms they use—and create ads and content that provides helpful answers.
Make it easy for them to make a purchase.
The step from research to purchase should be a simple and seamless one. Give the consumer multiple ways to buy—whether that means driving them to your eCommerce site from a YouTube video or from a local inventory and to a nearby store.
- Integrating Mobile Payments and Mobile Loyalty Programs
Google Wallet and Apple’s Passbook has taken different approaches to the idea of a mobile wallet that integrates payment solutions, and loyalty programs. Brands that are looking for solutions to enhance in-store shopping experience should also consider such mobile wallet options.
Measure everything that matters to your business.
It is no longer enough to simply measure the online conversion. With mobile, the path to purchase is now fragmented. As a result, advertisers need to measure results online, across devices, in apps, and even in stores.