The buying process is changing and the consumer is using the mobile to carry out their purchases. Because of its easiness and immediate access, it improves the sense of satisfaction. It also allows the optimization of relationship marketing through mobile search. Also, data reveals that when the consumer’s satisfaction is high, online consumption increases.
traditional commerce vs e-commerce
If once we asked for advice between friends and family, nowadays we look for answers on the web. Consequently, this type of research is increasing on mobile devices. The internet not only makes it available to everyone, but it also offers a multitude of choices. Everything with just one click.
Instinctively, the consumer realizes he has to be specific in order to filter his search. Let’s look at an example.
If the consumer is looking for sneakers, he already has an idea in his mind, and so he will insert:
- product
- typology
- style
- color
- size
- brand, etc
On the other hand, the ease of mobile allows consumers to invest more time in searching for the products they want to buy. As a consequence, the consumer also wants to have the product in their hands as soon as possible.
Near me technologies have thus revitalized the role of physical stores. As we can see, the consumer is willing to go to pick up the product and delight his desire and curiosity on the same day. Therefore, companies must be able to integrate online and offline channels and optimize their relationship marketing through mobile search.
the consumer as an influencer
According to amazon, online reviews can influence product consumption. Reviews not only allow you to influence purchasing decisions, but they are also automatic data generators.
Thus, consumers seek reviews from their peers. It means that they feel influenced by watching other consumers testing something of their interest. Moreover, this process has no filters, which is also a plus.
As an example let’s think about the Youtube trend first ride. The consumer just bought a new car and decides to record his first ride. Upload it and shared his experience online and thus generated a review of valuable content.
Did you enjoy this article? Read the The buying experience in B2C to learn more about the new consumer.