Marketers in the past never had opportunities like they do now. With a mobile device, consumers have a regular connection to brands right in the palm of their hand.
With mobile devices shopping has been evolving and changing as users are leveraging the power of mobile devices to enhance their shopping experiences. In fact, Google found that 84% of smartphone owners use their devices while in physical stores.
The shopping process has grown, in fact, consumers most likely started shopping on their mobile device before they ever entered your store. Due to this growth in the shopping process, brands can extend their marketing strategies. Brands can start engaging consumers in the shopping process before they arrive and continue to interact with users after they leave or even while they are at a competitor’s store.
Key to this process working is data. Companies have access to data now like they never had in the past. Businesses can utilize insights from location based mobile data to help them understand the customer journey and improve the experience.
Location based mobile data is a marketer’s dream. But you can’t use it if you aren’t collecting it, make sure you discuss your intent with your mobile application developer. Your iPhone application developer or Android application developer can help you prepare for a data driven mobile shopping application.
Typically customers are happy to provide the data in order to improve shopping experiences, so make sure you start off by giving your users the opportunity to create a user profile. The data from the user profile can be used to help you segment your messaging and deliver it to users as applicable, rather than sending out one-size-fits-all style messaging.
Additionally, it is easier than ever to deliver your message on a localized basis, providing locations, pricing and deals for each store. It doesn’t matter to someone in Phoenix, AZ if you have deals in your CO locations, make sure you are delivering content relevant to your user’s location to increase interest in your messaging.
Location based mobile data can help you understand which brands or products a user is interested in when they visit your physical stores and allow you to deliver content based on the user’s specific interests. Keeping a user’s interest in a great part determined by relevance. The more relevant your messaging, the more interested users will be.
As you are gathering data plan ahead to use data as part of your planning process to better understanding the sales process and how you can improve user’s shopping experiences.
Photo: tyrande101 (Flikr) http://bit.ly/1DZZ5QO
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