Mobile is already present during all phases of the buying process

Mobile is a new element in the purchasing process, playing an increasingly influential between the customer and the retailer paper. The smartphone is not just a tool to practice showrooming but also used within the home. 60% of those surveyed by Millward Brown indicates that Digital uses its smart to consult on what interests when he’s home phone. Hence the need for the company take this into account and work to introduce it as one factor in the funnel, using their advantages and distinctive features.

Mobile is already present during all phases of the buying processMore than half of the users decide where to shop using their mobile devices. This was stated these days the study published by Tiendeo, showing that the percentage of visits recorded via smartphone had grown by 24% compared to 2012. JiWire indicated in June that only 14% of customers prefer to start the search process the store itself, the rest prefer to directly access the web through their mobile device. Instead, when it comes to actually complete the purchase, 45% prefer to shop approach, which does not mean to forget your handheld, always present throughout the process. The study by Millward Brown Digital indicates that consumers access the web up to 6 times with your mobile throughout this period.Therefore, brands are much more likely to turn to mobile users, forcing them to pay particular attention to this target audience.

Millward Brown shows that mobile users are significantly more active during the purchase process the tablet or pc. 44% of mobile consumers use search engines to find information, compared with 27% of the tablet, or 17% of the computer. It is also noteworthy social activity. 24% of them reported through social networks when buying, twice tablet users, and far below the 3% of priority using the PC.

The study also highlights the different patterns of behavior among users of tablets and smartphone. On the one hand, the followers prefer to buy tablets when they are at home, showing twice as likely to do this activity in a quiet home. Otherwise, just smartphone owners use their timeouts to find information and buy, regardless of where they are. A reality that requires retailers to design different strategies, depending on the type of device;because it involves different needs and behavior.

Meanwhile, the differential factor that includes smartphone all the way to the purchase is the geolocation. Brands can impact your client when you are in a given location, thereby offering a personalized experience tailored to specific needs. The report published in March by xAd and Telmetrics indicated that 1 in 4 smartphone users and 33% of the tablet to click on those local ads that were interesting. Although the development of advertising based on geolocation is still evolving, and is emerging as a more attractive than other business, such as coupons and brand advertising actions technique. It is true that users feel special predilection for shopping at those stores already known but well-targeted advertising is able to overcome the barrier of ignorance and bring customers to action.

On the other hand, mobile applications provide a useful tool to encourage engagement and interactions with the brand. Mobile marketing survey published in June by Neustar reflects that 69.1% of companies have managed to strengthen the link with its customers through apps, while 44% has been used to generate the awareness and provide valuable content Your clients. Another advantage of apps that 38% of brands has managed exprimer is its ability to improve the user experience.

As we can see, mobile devices can act as a great ally when retailers attract customers and encourage conversion. Different screens require different strategies, different solutions and personalized experience in each case. All without forgetting the multiscreen consumer behavior and their need for an integrated through all experience.

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