Mobile Marketing is a big opportunity for digital marketers to influence store transactions but many consumers are not yet putting mobile transactions themselves on their shopping list.
In a Gartner survey done in the beginning of last year, U.S consumers were asked which shopping activities they expected to do using their mobile phones within the six-month period following the survey.
Here are the top shopping activities U.S consumers expected to do with a mobile phone:
1. Find store location.
2. Check to see if the product is in stock.
3. Check competitive prices before going to/and while in the store.
4. Browse a retailer’s website.
5. Check product reviews.
What is apparent each year this study is done is that paying for things using a mobile phone is actually pretty low on their priority list. Only 18% (ranked 15 out of 19 activities) indicated that they would use their mobile phones to conduct or make a payment in a physical store.
However, Digital marketers take note. These five activities they want to do on a smartphone before and after the transaction will significantly influence and lead to a transaction itself: the goal of marketing.
What our survey indicates to me is that retail store purchases can involve the mobile marketing in multiple decision making activities leading the consumer to a purchase even though the actual transaction step is not the priority.
For now, it just might not be that difficult to pull out a wallet and swipe a credit card at the counter. What can be more difficult is gathering information about directions to the store, determining the pricing of a competitor while in the store, checking what others have experienced with the product, etc. This is especially true when the consumer is en route or in a store. These purchasing steps are all digital marketing opportunities to influence a transaction.
I personally think it’s just a matter of time before the mobile wallet will prove to be both more convenient and provide value for most consumers such as triggering digital receipts, adding and redeeming loyalty points or gift cards, automatically pulling and digitally storing content such as a manual and warranty information, rebates, coupons, etc. Digital marketers can use these techniques to help consumers in the post purchase stage of their buying process giving consumer reasons to buy again. I think if digital marketers conveyed just these time saving use cases as an incentive to actually transact on mobile phones, consumers would add transactions to their mobile shopping priorities.
This week, Gartner for Marketing Leaders focuses on Setting Your Mobile Marketing Strategy (clients only) and shows how leading practitioners are thinking and utilizing mobile marketing.