Mobile Influence

from Summary.com 10/13 enhanced by Peter/CXO Wiz4biz 10/14

The Six Influence Points. The six influence points of the Mobile Shopping Life Cycle are identified by Martin as follows:

1. The Set Up (Pre-buy). In this phase, the mobile shopper is doing research. This phase is similar to the traditional search phase of the pre-mobile age, except, of course, the technology used for the search is digital & mobile.

2. The Move (the transit).The consumer is on the way to the store or is running errands. The retailer locks in to the location and sends targeted messages to the consumer. For example, a customer is at a Mall tweeting “I’m buying a new pair of jeans.” Alert marketers can contact the tweeting customer and use an offer to get them into their store in the mall.

3. The Push (On location).The consumer is at a brick-&-mortar store. There are a variety of uses for mobile in the store, from accessing coupons to reading product reviews or looking at the retailer’s website for product info.

4. The Play (Selection process).The consumer is near the actual product being considered for purchase. Consumers can be scanning prices and comparing them on the spot with prices at other stores.

5. The Wrap (point-of-purchase).This is a chance to connect with the consumer – while they are buying your product. For example, offers & counter-offers can be sent to the mobile device – as the consumer is using a mobile self-checkout option.

6. The Takeaway (Post-purchase). As a buyer excitedly sends a picture of his new purchase via his mobile, how can the manufacturer, distrubutor or dealer become part of the conversation? This is an example of the challenge for marketers at this phase.

Consumer interest in mobile shopping is so high that sometimes businesses are caught unaware. In the chapter on the “pre-buy” phase, the story of a Consumer Loan company that put its loan application online. When a majority of online consumers unexpectedly started filling out the long and detailed application using their mobile devices instead of their laptops, the company realized that they needed to take specific steps to address the needs of mobile prospects & customers of the mobile revolution. Have you?

Comments: Is there anything you could add to the “mobile assist” of the Buying process?