Mobile influences purchase intent

Posted: January 13, 2011 in Advertising & Marketing, Mobile, Social Media & Networking, Technology

Shopping

Increase brand loyalty and drive foot traffic using mobile

An IBM study that surveyed 30,000 consumers found that mobile phones and other technology are big influencers of purchase intent.

Consumers’ mindset drastically changed after the recession hit, leaving them with three demands for retailers and brands: Listen, know and empower.

“I think the biggest aha was that consumers want to be served and not sold to,” said Jill Puleri, global industry retail executive at IBM Global Business Services, Armonk, NY. “They are using technology and it is a given for the shopping process.

“A whopping 86 percent want to use technology for shopping,” she said. “Mobility is the biggest reason why.

“It is a given now that consumers have deconstructed the shopping process and when they have made it to the store they already know what they want.”

Serve don’t sell
Service is very important to mobile consumers, who are increasingly on the go, per IBM.

The consumer should be at the center of any retailer’s strategy.

According to the study, in order to succeed retailers need to do three things:  listen to, know and empower consumers.

With social media outlets such as Facebook, Twitter, blogs, YouTube and reviews, shoppers are leveraging user-generated content more than ever before to discuss retailers, products and brands with friends, family members and strangers.

Retailers that listen to and participate in these conversations can obtain added insight into what customers want.

Knowing the consumer is important too.

A personalized shopping experience is still dominant in the mind of the consumer, according to IBM.

By offering deals and coupons for products that individual consumers buy regularly, retailers can increase average spend per customer and loyalty.

Lastly, IBM found that retailers must empower consumers by making it as easy as possible to shop however they choose to, whether it be mobile, online or in-store. (check out the rest of the story)

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