RESEARCH ON CONSUMER MOBILE - U.S. MARKET - Published on 01/02/2012
With the growing use of smartphones, the mobile channel has become a great opportunity to capture the attention of consumers for purchases made through the device. Yahoo! in partnership with Nielsen conducted a study to trace the behavior of those who practice the m-commerce or just use the phone while doing your shopping in physical stores.
The research was conducted with 8,383 Americans ages 13-64 years, and had the goal of understanding the use of mobile shopping, advertising and its penetration into this vehicle on various product categories such as accessories, travel, health and other .
The study revealed that mobile devices are frequently accessed when users are in stores, making the channel a great option for retail advertising. 9 to 10 users accessing the mobile internet while shopping and approximately 50% of online activity is associated with the purchase. Among those surveyed, 51% say they finalize the purchase after doing a search for the mobile Internet.
Among the mobile users, 16% use their devices to conduct research to purchase, but the interest of users is growing, with 57% of them want to use their devices for better shopping experiences.
There is a great opportunity to reach consumers through mobile advertising, since a mobile every 5 buyers say pay attention to advertisements during your shopping. For the success of these ads, they must be informative, containing price, product features and benefits.
In addition, the study also showed that 86% of internet users use their mobile devices while watching television, and fourth claims that navigates content related to watching. This combination also becomes a great opportunity for advertisers who wish to complete the announcement with some extra content.
Mobile devices have become essential for impulse purchases, when computers are not available. 45% of respondents say their purchases by phone are unplanned and 41% say that impulse buying.
Despite this new medium is still new to advertising, is extremely significant for advertisers wishing to reach consumers, targeting your ads to the time of purchase or product search for possible acquisitions.
Source: 09/04/2010 Rethinking marketing and strategy
Here comes the e-commerce mass
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The phenomenon of digitalization impacting habits, ways to inform, communicate and buy. The rapid advance of Internet penetration and change the relationship of consumers with products, brands and stores. The prospect of incorporating mobile broadband connectivity expands alternatives to compare and buy where, how and when you desire. Social networks transform the way communication in dialogue, socialize the process of buying and put as influencing consumers and providers of endorsement for the brands.
The relationships between consumers and stores, products and brands are changing. Neoconsumidor The digital multichannel, multimedia and connected require a Neovarejo.
The research Neoconsumidor held by GS & MD - Gouvea de Souza from 5500 interviews with Internet users in 11 countries, revealed a widespread multichannel behavior. Of the respondents, 52% research online before going to the store, 34% would feel disappointed if your favorite store does not have a site, and for 40% of respondents, no shops site does not exist in the future.
Most surprising was the finding that rates of Brazilian Internet users to these questions were 76%, 53% and 57% respectively. Thus, Brazil has levels of adoption of the internet over countries like USA, Canada, UK, France, Germany and Denmark.
Brazil is a young country, open to innovation and technology. The barriers that limit the mass of e-commerce are gradually overcome. The sale of 13 million computers per year, the spread of access to broadband Internet and the rise of electronic means of payment create the basis for an online retailer of mass. The Brazilian e-commerce now moves more than $ 10 billion per year. More importantly, its growth rate is far higher than retail as a whole. While the retail grew over the last three years 9.7%, 9.1% and 5.9%, e-commerce has expanded 45%, 31% and 26% respectively. That is, beyond the sheer numbers are impressive, no gain share in the expense of Brazilian families. aserrentino@gsmd.com.br ), sócio sênior e diretor da GS&MD Several pioneering companies and well structured in its electronic channels such as Magazine Luiza, Saraiva Bookstore Culture, Ponto Frio, Fast Shop, on the Internet have their main "shop", with significant volumes and profitable operations. Alberto Serrentino ( aserrentino@gsmd.com . br ), senior partner and director of GS & MD Â
Forrester Research study in the United States found that the degree of openness to new technologies in the buying process is inversely proportional to age. As consumers above 56 years have 22% rate, the number rises to 32% in the range between 45 and 55 years, 41% between 31 and 44 years, and 48% for young people between 20 and 30 years. That is, as consumers that new advances in the marketplace, the share of Neoconsumidores tends to grow, challenging retailers to reinvent themselves.
Multichannel - A great opportunity for retailers to expand sales channels of digital integration is synergy between them. Channels have their own dynamics, which should be considered, but brands have to have value propositions consistent and single view of customer. Various channels extend the reach of the brand and the range of alternatives for the consumer to buy whatever you want. With this, it creates a virtuous dynamic stimuli crossing between channels, to generate cross-sell and value in the customer relationship.
Shops and internet have been progressively integrating. In the United States, the Macy's implanted in your website functionality "is easy to find in the store," with which customers can check what stores certain products are available. JC PENNEY has already installing totems interactive stores, called "find more" so that customers consult and buy products not available in stores. The company gives credit for their online sales to the stores from the customer's ZIP code. That is, the channels integrate, complement and stimulate each other.
Research conducted by e-tailing Group with U.S. retailers found that 74% of companies provide Internet access for employees to shop, 73% can place orders online stores, and 21% already have interactive kiosks, self-service with Internet access in their shops. WALMART enables internet purchase and removal to shop and purchase online from the store, both without freight charges.
The cell phone becomes "sell" phone - the next frontier to be explored is that of mobile commerce or m-commerce. The possibilities for mobile Internet applications and mobile sites generate a level of information, power and freedom of choice for the consumer unprecedented.
The mobile internet search leads in real time about products and prices in the stores and transforms the degree and speed of information consumers. Forrester Research to U.S. consumers revealed that 42% look for product information via cell phone while they shop in physical stores, 39% research online prices in the stores, and 28% bought products using your phone while in the store. In Brazil, potential is greater than e-commerce, according to the penetration. There are over 175 million mobile users in the country, who, having access to adequate equipment, 3G networks and credit cards, you can buy electronically.
The explosion of mobile applications and sites opens up opportunities and stimulate new consumption habits. The mobile site eBay has since 2007 and iPhone application since 2008. More than 6 million users have downloaded the application and its mobile site receives more than 2 million hits per day. In 2009, transactions via phone on eBay reached $ 500 million.
Walmart has launched an iPhone application that allows taking a picture of a product, indicate that the store has available. In another application, the store recommends the most appropriate size TV from a picture of the environment where it is installed.
There is talk of "augmented reality": the availability of a camera phone, location service (GPS) and service "pointing" (that recognizes where the phone is being directed) allows shooting a store or restaurant and access information online on them.
Social networking - Another wave of rapid growth is the integration of social networks at the retail business, as an instrument of communication, relationships and sales. Social networks allow establishing dialogue between the brand and its customers, also allow the purchase and socialized and shared access to information in a more informal and dynamic.
An IBM study of more than 30,000 consumers in six countries found that one-third are predicted to follow a retailer on a social network. On the other hand, consumers expect counterparts, such as samples, special promotions, early settlements and the possibility of influencing the development of new products and services.
Best Buy has introduced a service via Twitter, called Twelpforce. The company officials appointed experts to answer questions and questions posted by consumers on Twitter, promoting dissemination of knowledge. As for Norma Kamali fashion brand gives your customers the ability to interact with their designers via Skype.
Geared for teens, the brand Pink, Victoria's Secret, maintains intense social networks as a means of communication, relationship, interaction and sales, along with an audience receptive to this kind of shopping experience.
Saraiva, largest retailer of books, media and entertainment in Brazil, holds 35% of its sales - exceeding $ 400 million annually - via Internet. The network has launched a pioneering channel in partnership with Microsoft to sell and rent digital movies, recently released applications to purchase via phone and its entry on Twitter attracted over 46,000 followers in just five months. This is a company in tune with the digital world, integrated into your source of physical retail.
The channel integration enables the creation of new business models. Best Buy, through its subsidiary that operates via the Internet (Dealtree) acquires consumer products used still in good condition, pay with gift cards from the network and resells the products at the online auction site Cowboom.com. It is the "multi sustainability." Similarly, Amazon.com, in partnership with CExchange.com, used electronics buyback paying with gift card.
The challenge for retailers remains the synergistic integration between channels. The multiplication of possibilities and expansion of digital channels make the business more complex. It is important that the feed channels, "talk" to broaden the scope of the mark and tighten the relationship with their Neoconsumidores. New channels should approximate the client's brand and allow it to inform, discuss and buy where, when and how you want.
