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mobile

Micro Mobile Moments

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Micro Mobile Moments

Consumers no longer go online, they live online... People are spending significantly longer online, however, that time is no longer made up of a few long sessions, it's now driven by short bursts of online activity. Previously idle moments like waiting for the bus, standing in line or sitting through TV commercials are now filled with digital engagements. The customer journey has changed into hundreds of what Google defines as 'intent-driven micro-moments' with each one an opportunity for brands to shape customer decisions.

Google recently quantified this through their Consumers in the Micro-Moment research, which identified:

  • 80% of Australians say they now access the Internet more often, but in shorter bursts
  • 81% of Australians say their smartphone searches are more focused on the information that they need immediately (like finding store locations, choosing where to eat or finding directions), compared to their desktop searches
  • 95% of users will turn to their smartphone for immediate information, ideas or advice
  • 71% of people who used their smartphone to search whilst instore trust online reviews more than the word of the sales person

Digital commerce provider Demandware recently highlighted a similar trend in their shopping index which measures digital commerce growth and is based on analysis of the shopping activity of over 200 million shoppers across 1,300 websites worldwide generating billions of dollars in revenue. They identified that phones are the driving force of digital commerce growth and shoppers are doing more than just browsing via their mobile - phones accounted for 94% of the year-over-year increase in traffic, 74% of the growth in items added to an online shopping bag and 47% of order growth.

They also identified the trend towards consumers engaging in short bursts of activity - the index shows that duration of shopping visits on mobile devices decreased 37%, whilst cross device shopping increased 10% between Q2 2014 and Q2 2105. 

This presents a number of opportunities for marketers:

  • Create a connected strategy for cross device shopping and allow shoppers to pick up where their previous ‘micro-moment’ left off
  • Tailor your customer journey to meet consumer’s 'I want to know', 'I want to do' and 'I want to buy' moments - either via products of services that provide customer utility or via content that answers their questions
  • Use personalisation on key customer touchpoints such as email or websites to accelerate the customer journey deep into their shopping experience

In short, mobile devices are changing the way we do things and where we do them.

Learn more via Demandware’s Shopping Index or Google’s Micro Moments research.

Consumers no longer go online, they live online...

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Net-A-Porter’s Social Shopping - The Net Set

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Net-A-Porter’s Social Shopping - The Net Set

Net-A-Porter recently announced that it will launch its own mobile (and Apple watch) based social network called The Net Set. The platform combines user images with products and leverages image recognition software to recommend the closest product match from Net-A-Porter’s range, then offer that item for purchase. It’s an interesting play by Net-A-Porter and continues their push into content and publishing where they are already leaders in this field via their shoppable print Magazine Porter. Both of these initiatives see them building and managing a platform themselves, therefore minimising reliance on existing media channels and deepening customer engagement. 

Another notable recent social commerce launch is LikeToKnow.it which was launched by RewardStyle in 2014 and is used by brands such as Matches, UrbanOutfitters and Vogue. LikeToKnow.it makes brand and user Instagram feeds shoppable by sending an email with the product featured in any Instagram posts that have been captioned with the LikeToKnow.it URL. The functionality requires registration and is very similar to Like2Buy, another shopping work around that bypasses Instagram’s current commerce and external linking limitations.

If The Net Set app gains traction, Net-A-Porter is uniquely positioned since it will provide a more consistent user experience, minimising the impact of customers bouncing from social network to the site and back, as well as potentially mitigating issues around cart abandonment and inventory availability. Net-A-Porter’s recent merger with Yoox should also enable them to scale and fund required growth in technical infrastructure, user acquisition and inventory range.  


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