Customers use a mix of Mobile shopping apps and Mobile browsers to research the products before they buy. Customers look for product information as well as the information on retailers they can buy it from. “Apps can impact decision Making as 20 – 40 % consumers had not decided on what they were looking for. More than 40 % Browsers became Buyers across categories, 30 % of Smartphone users click on ads, 20 % on tablets Ads that are most effective are locally relevant.” – Source Nielsen Research, xAd and Telmetrics
Engaging your customers with apps would require a deeper understanding of Customer Path to purchase and Loyalty for the category.
Source: Flurry Analytics
Local offers and relevance are important to engage your customers as much as familiarity with brands in downloading apps. The App Engagement across categories can be segmented based on the frequency of use and the type of user. In a study done by Nielsen Research, xAd and Telmetrics, Travelers using travel apps have been categorized on frequency of Travel such as Travel Researcher, Price Hunter, Frequent Traveler and Local Traveler.
An effective way to understand your customers’ motivations is to look at the key reasons and influencers for their current mobile shopping behavior. To look at the shopping activities performed Online Shopper Intelligence Survey has conduced a research, where key activities performed by mobile browsers are;
Path-to-purchase involves greater research particularly given the proliferation of devices
■ Convenience and access fuel price comparison and become entrenched in shopper
behavior patterns; friends are the key influencers in mobile shopping decisions
■ Customers require comprehensive product information coupled with category education
to make confident buying decisions and are seeking Money Savings offers as well as unique content with apps
Engaging your customers with apps requires providing a customer value proposition while they are shopping or mobile browsing while they are in the store such as quicker access, coupons, additional rewards, useful tips, product information or other benefits such as track your order. In addition to Price comparison there are consumers looking at improving their shopping experience with any bundled offers or a value proposition that could help with decision-making in-store and on the internet. Immediacy of use and information requirement at different stages of purchase decision-making often guide the Engagement Marketing Strategy for the Mobile Consumer.
An Infographic with Retail App Usage and Mobile Shopping Insights: