»  Shoppercentricity

I focus a lot of these blog posts on how the intersection of technology and marketing is reshaping marketing in general and retail marketing specifically. At bg, we fundamentally believe you can't (and won't) stay relevant unless you understand how shoppers are adapting their behaviors to new technology. It is a fascinating and evolving world, and mobile continues to emerge as a key part of this. Not a surprise given that it is the device in more shoppers hands in more places for more of the day than any other.

While I have spent time focusing on how to integrate mobile into your marketing plans, I think it is important to step back and ensure we are taking a broad view of mobile. As this article points out near the beginning, mobile includes a lot more interaction than purely a purchase. As Rosen defines it, they include "using one's phone to facilitate any part of the shopping experience -- from comparing products, evaluating prices, and selecting where to buy, to sharing product photos, tweeting price details, and actually completing the transaction. The mobile shopping experience can also include activities post-purchase, such as returning or servicing a product." 

The mobile usage funnel gets smaller the closer to a purchase you get. But that doesn't mean the end point is where you should focus your efforts - it is important to see mobile with a broad lens. Shoppers are using mobile for a variety of activities, and most of the time they vary by trip type, product or category. We no longer live in a one-size-fits-all marketing world and given this, it is critical to understand how, when and where your target is using mobile.

Wondering where to start? It all comes back to your shopper insights - how well do you know your audience? How and where are they getting their information? Where are the other influences or considerations? Given how differently shoppers are approaching retail and using different tools like mobile, it is critical to have a bedrock of understanding and a partner that can help convert these insights into initiatives. Give us a call and lets get started.