Mobile
the effect of mobile retailing on consumer purchasing experiences
purpose
investigate consumer motivation to change their shopping behavior in the new mobile marketing context and develop understanding of this new consumer experience and how it might create value for mobile consumers
questions
to what extent is the new mobile scenario able to change consumers established shopping behavior?
what are the main drivers of new consumers shopping behavior?
How might the new mobile scenario create value for customers
Theoretical background
mobile marketing
technologies
sms
apps
Near field communication (NFC)
Quick response codes (QR)
information about a product that ca be accessed by scanning a code
Consumer acceptance
Its convenient and it saves time
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Mobile shopping marketing
introduction
mobile channel is growing at a tremendous pace
mobile adaptation is a global phenomena
Emergent markets in china and India
1/3 of mobiles world wide
four themes
the shopper
the employee
the organization
the mobile technology
motivation/goals
Shopping process
- evaluation consideration and choice
roles
incentives and employee related metrics
resource allocation and spending issues
convergence and wearables
traditional
new
shoppers can be segmented based upon typ of goal
goals
types
hedonic/experiemantal
social affiliation
utilitarian/functional
features
varying degree of conscious self awareness of what type of goals the shopper tries to satisfy
contextual offers
it can contextually prime other goals while the shopper is shopping
offer interactivity at the moment of truth
branded apps
exploiting the conflict between deal-proneness and immediate gratification
def
an online marketing model in which people are served with targeted advertising based on terms they search for or their recent browsing behavior.
dynamic tracking
mobile coupon
def
Pizza hut offering movie ticket prices if shoppers interact with their mobiles at a pizza hut
an electronic coupon delivered to a mobile phone, which can be exchanged for a financial discount or rebate when purchasing a product or service
privacy and intrusivness
branded apps
hard competition over use attention
important to balance all types of needs
deliver content satisfying all goals
- search and discovery
needs satisfied/activities by mobile
use apps
find directions/ store hours
compare prices
access promotional offers
find product information
find product reviews
make purchase
motivators to use mobile for shopping
drivers
primary
design implications for creating engagement
main value derived
self-service
end users designing and deploying their own reports and analyses within an approved and supported architecture and tools portfolio.
convenience and savings
other
the sense of immediacy
the sense of having everything accessible at one´s finger tips
desire clean, easy-to-use apps and sites
facilitate discovery and serendipity during pre-purchase process
important to provide a seamless and painless interaction and avoid information overload
porting website as an app is a bad idea
co creation of offerings
offerings/experiences
help design customized products using photo and video capabilities of phones
co create other part of 4P
adding value
shopping concierges
shopping avatars
suggests complementary products and accessories based on inventrory and prior tastes
browse the web
- post-purchase
adding value
marketers can continue to engage shoppers after purchase
through mobile-linked loyalty programs and customization tools.
shoppers use mobile to link social media to shopping. After purchase, shoppers can share their shopping experience with others.
in store sensors liked to apps on mobile devices may trigger location-specific interventions within the store, leading to more targeted and custamizable experiences
The immediacy of the mobile offers ideal opportunity for both frustrated and delighted shoppers to post their opinions before the experience fades from memory
mobile redefine the role of the employee
from being seen as a valued expert
consequences
feelings of threat, obsolescence, and possibly redundancy
possible sabotage
solutions
redefine employee roles so that employees embrace mobile, leading to improved shopping experience for both the shopper and the employee.
internal resistance
gamification
def
s the application of game-design elements and game principles in non-game contexts
employees need to be trained to work with mobile technologies and applications that shoppers might bring into the shopping space.
develop a learning orientation
be flexible and learn through experimentation at all levels
examples
spotify
organizational structure "Squads"
function like a start-ups
diversify risk by creating a partnering network
data related issues
oppertunities
track shoppers at different points during the shopping journey, enable automatic replenishment of products and permission-based personalization, and facilitate cross-channel and cross-category sales
threats
shoppers are worried about erosion of their privacy
what info are they willing to share?
what are the consequence of a boundary breach
use predictive models based on customer transaction and profile data to enhance shopper commitment and loyalty
wearable track sleep, heart rythym number of syeps etc this data can in the future be used to augment reality on premmision basis
emotion
location
sleep
health