With mobile technology at their fingertips, consumers are creating their own “path to purchase”. Brand loyalty needs to evolve as consumers search, shop and share - everywhere, anytime - on mobile devices across websites, forums, apps and social media.
Whilst many perceive online shopping as key, our research shows that 95% of all grocery shopping still happens in store. This amounted to more than £17 billion of spend in the UK that could have been influenced by mobile engagement this year alone.
A consumer driven path-to-purchase with the rise of digital media supported by mobile, coupled with the majority of spend remaining in-store, presents a challenge for marketers and brand managers who are seeking to join the dots between their cross channel marketing efforts and the point of purchase. Yet mobile also offers the opportunity to meet this challenge, by providing brands new ways to engage with shoppers that connect the dots and bridge the gap from marketing to sales at the point of sale.
Brands and retailers need to work with innovative mobile marketing solutions that can offer a unique opportunity to be right at the consumers’ side as they shop in-store; offering targeted communication, brand engagement and influencing behaviour. Interaction and engagement with the brand can come from a variety of value-add content, such as; videos, meal deal suggestions, promotions, push/pull notifications, recipes and nutritional advice, learn-a-fact snippets, polls, charity links, trivia, and testimonials. This heightens the consumer grocery experience making shopping social, fun and convenient, as well as cost effective.
Clearly engaging across consumer-driven “paths to purchase” can be powerful for brands, and mobile has a key role to play. And there are advantages beyond the immediate campaign, as mobile enables not simply the facilitation of engagement, but the collection of actionable insights that can be used to inform and tailor the subsequent campaigns. Ultimately, this can build towards driving brand loyalty in an ever more cost effective way over time.
Are you using mobile to its full potential – as a shared touch-point between you, your consumer, multiple media channels, your products and sales? Do you gather valuable data about consumers and how they engage with your product in an ever more fragmented and mobile-driven “path to purchase”?
By Carl Engelmarc, Shopitize.
PrivSec Conferences will bring together leading speakers and experts from privacy and security to deliver compelling content via solo presentations, panel discussions, debates, roundtables and workshops.
For more information on upcoming events, visit the website.
comments powered by Disqus