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Mobile Transforming the Face of Beauty & Personal Care Shopping

Posted on July 29, 2013
By Shamala DN

Mobile devices are transforming the consumer mobility landscape across the world, and have become more of an always-on personal companion. With the rapid penetration of smartphones, Internet and email, traffic on mobile devices has already started taking over desktops. According to Litmus, mobile email open rates are now 43 percent vs. desktop at 32 percent. This increasing reliance on mobile devices for Internet and social media has also altered the path to purchase.

Mobile devices are influencing consumers buying decisions and how they engage with brands, using mobile social media peer notions and reviews. So what does it mean for the marketers? The rise of the mobile consumers have created a shift in trade as they choose to access information on products through their mobile devices before making a purchase. Because of this trend, it is becoming more important than ever for advertisers to understand complete consumer behavior on mobile Hence, reaching the right consumers at the right time, at the right place, with the right message is the key to a successful campaign.

In partnership with Decision Fuel, InMobi just concluded a research that covers how mobile usage has altered the consumer path to purchase of personal care products. 4 important things a marketer needs to know/ should understand

  • In-depth understanding of consumer behavior when browsing and shopping across multiple channels.
  • Changes in the way consumers are engaging with their mobile devices
  • Impact of mobile advertising on purchase funnel of personal care products.
  • Top mobile activities that would drive trial and purchase of personal care products.

The study validates that consumers are moving to smartphones and tablets for their shopping related needs. Brand marketers and their agency counterparts need to formulate their mobile strategies accordingly.

Mobile has become the primary source of information

According to the survey, almost 30% of users relied exclusively on mobile devices and tablets in their pre-purchase research. 24% of them relied on social networking sites. The results point to an opportunity for brands to intercept personal and beauty shoppers via mobile while they are on the way to making a purchase. The key is to create content that resonates with users in an authentic manner. Mobile is the fastest growing source of information for beauty and grooming with 55% of UK smartphone users being more frequent with mobile usage when compared to last year.

Marketing takeaway

Consumers use social media to share their thoughts and talk about products online and offline. Hence, it is important for marketers to take social mobile media seriously and reach out to their communities, and also make it feasible for consumers to reach them through mobile social media. Marketers should leverage social media and develop social mobile campaigns that offer consumers mobile friendly visually attractive content.

Path to purchase starts at home

Mobile is always considered as an on-the-go device, which is used when commuting or in store. While thats certainly true, research has shown that mobiles role is also much more than that. People turn to mobile devices throughout the day to find information because of its speed and convenience, with 77% of mobile searches happening at home or at work.

Marketing takeaway

It is known that brand loyalty is built at home. Smartphones are always-on for consumers, and more so at home because of its ease of use. Marketers should ensure that their targeted messages are reaching people in every customer context to drive awareness and consideration.

Over half of mobile users engage their phones for media activities while shopping

Shoppers have been using their mobile devices while in store to look up product information, reviews, and price comparisons.

Marketing takeaway

This consumer behaviour throws a great opportunity for marketers to provide proactive information about in-store items, recommendations, personal preferences, demo videos, inventory, and so on, for shoppers while in store. Marketers can use geo-fencing technology on the consumers mobile devices to serve relevant ads or information for those within the perimeter.

Mobile ads have potential to influence web users at all stages of their path to purchase

Mobile ads are perceived to be better than traditional TV and online ads, especially at providing the latest trends and matching products which suit the interests of web users. From awareness, transaction, loyalty, to social advocacy, brands that effectively use mobile throughout the path to purchase can optimize lifetime value. According to the survey, 44% of UK smartphone users have seen personal care/beauty ads via mobile and 17% on tablet, which clearly highlights the fact that they are quiet receptive and comfortable. 93% of respondents admitted they had been introduced to something new via their mobile device, while 78% have said that mobile has influenced their in-store purchases.

Marketing takeaway:

Mobile Ads influence the consumers decision process and marketers should engage them across the purchase funnel, mapping their media journey serving rich media ads and easy to use highly interactive content, at the right time.

Mobile promotions acting as a big trigger to drive usage

As per the study, over a third of mobile consumers are now receptive to special promotions such as discounts or multi-buy offers on a mobile device, and most of them frequently use these promotions through mobile devices.

Marketing takeaway

Special promotions via mobile coupons offer an excellent opportunity for marketers to appeal to mobile consumers on the go, and to drive them to purchase decisions. The value of mobile coupons is more direct and easily redeemable. Embedding QR codes with mobile coupons can drive both in-store and online sales, and they can also be configured for timed expiration to drive immediate sales. Shopping experience is becoming more personalised, efficient, and more enjoyable with mobile. Mobile consumers are essentially informing the marketers what they want, and how they want the information. Retailers should embrace this opportunity, understand the motivations and behaviours, especially in the area of mobile, measure mobile user activity during the path to purchase and provide contextual and engaging experiences, to keep their brands on top and succeed. Mobile has put consumers in the drivers seat, thereby demanding the brands to give them what they need and when they need it. The benefit of this mobile revolution is twofold: Consumers get more information than ever and are using mobile phones to discover and drive purchasing decisions. At the same time, retail brands are able to reach and engage with these consumers with a wide range of mobile utilities such as apps, mobile web, mobile coupons, QR codes, location aware services, and so on.

Thinking of having strong mobile strategy for your brands in order to truly unleash its potential? InMobi can help you win in todays challenging world by crafting a winning solution



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