Why Mobile for Shoppers?
Shoppers are doing so many things with their mobile devices: researching products before buying (online, offline), sharing & recommending products, advertisements, email communications, bringing into stores, checking prices, looking at content….Smartphones are the 24/7 Personal Shopper Companion!
Mobile Shopper Strategy
It all starts with the shopper. Touch understands that Mobile = Life Hub + Entertainment + Personal Media Vehicle…it’s a multi-purpose device. Therefore, shopper behavior & buying patterns must be infused into the mobile engagement and personalized. Examples of mobile shopper engagement:
Personal Media Vehicle
- New POS…in the hands of shoppers
- Ultimate vehicle that connects…owned, paid, shared & earned media
- 360° Shopper trigger points (Path-to-Purchase Journey)
- Personalized messaging through behavioral segmentation
- Direct brand communication to form a personal relationship
Life Hub & Entertainment Device
- Augmented reality…for entertainment & information
- Mobile click to order or call…make it easy & enjoyable
- Innovative 3D technology…multi-sensory unique experience
- Gaming…the sport of shopping
Mobile Tools to Engage Shoppers
Shoppers are in ‘transaction mode’ when using their mobile devices…they seek instant gratification. Transaction mode shoppers seek: location or hours of operation, ‘click to call’ business, send email, go to company social networking page, download app, play a video clip, product information & reviews, product comparisons & BUY NOW!
Thumb-friendly mobile website = navigation friendly
- No pinch & zoom – it’s annoying
- Engaging & entertaining
- Search Engine Optimization (SEO)
Shopper-friendly mobile site = simple shopping
- Simple - Instant key information
- Call-to-action (call, buy, share)
- Social enabled – seek opinions & share products
- m-commerce minimal steps to buy
Shoppertainment = Engaging & entertaining multi-sensory content delivery
- Augmented reality – help visualize products & engagement
- Videos – emotional & rational reasons to buy product
- Photos – visually appealing photo
- Gaming – shopper engagement
- 3D Innovative Technology – entertaining brand messaging
CRM = Building a relationship & loyalty
- SMS – time specific, instant messages
- Email - one topic, relevant & call-to-action
- Survey – see how brand is doing
- Behavioral messaging – tailor message to specific actions
Consumer insights = Key to personalization
- Survey – ask shoppers for advice
- Behavioral tracking – see what shoppers are doing
- Database – mobile number, email address
- Segmentation – group shoppers for individualized messaging
- Multicultural Strategy & Messaging
Brand = Same experience at all ‘touch’ points
- Personal messaging & emotional connection
- Voice & tone match the media vehicle
- Innovative, differentiating programs
- Connect in-store, online & offline activity
- Integrate traditional + digital + social + mobile
- Mobile as the 2nd screen