Mobile is ubiquitous for a vast majority of the population. It is omnipresent, firmly attached to consumers’ hands regardless of their location. This has given rise to a term referred to as “mobile moments,” that is, times when an individual uses his personal device as a communication wavelength to obtain desired information.
Mobile moments can happen for a variety of reasons and causes, but businesses have the potential to hijack their usage and leverage the strategy to better provide real value and utility to consumers. Several brands in sectors such as aviation and retail have excelled in the art and execution of a perfect mobile moment, paving the way for a slew of others to follow.
Transferrable experiences: Although an increasing number of consumers are making more mobile purchases, a portion of the public is still concerned about making that jump to digital-only shopping, due to fear of missing out on the personalized, in-store experience. Brands including American Eagle Outfitters have leveraged mobile moments to bring customized help to users’ smartphones in the form of 24/7 in-app chat. If a customer wants to look up a pair of jeans on American Eagle’s mobile site or app, a brand representative can advise her on the latest styles, best fit for her body type and showcase complementary apparel pieces. Suddenly, individuals are getting that one-to-one personal styling even though they are not in-store. This perfectly demonstrates how smartphones can go beyond offering standard information in lieu of a digitized experience that can easily cinch a sale – and build loyalty and conversion in the long run.
Banking on beacons: Beacons have recently become any mall or shopping center’s new best friend, as evidenced by high mobile coupon redemption rates and happy retailers. Businesses must pay attention to the fact that mobile is still a critical sales tool even for those shopping in-store, as consumers can use their devices to engage in comparison pricing or look up product reviews and details. One way for in-mall retailers to capitalize on mobile moments is to buddy up with beacons. Beacons can help brands anticipate customers’ questions even before they type them into Google. For example, if a shopper is standing nearby a display of designer handbags, beacons placed around the store can pinpoint her location and send her smartphone a push notification with a 20 percent discount or buy-one-get-one-half-off coupon. If she was wavering about her potential purchase before, she likely will not be anymore.
Relevant reminders: Flying can be a major hassle for plenty of people these days, which is why many airlines have taken it upon themselves to become masters of mobile. Airports are now full of consumers experiencing mobile moments amidst flight cancellations and delays, since their smartphones are the primary holders of information. If a Delta customer is on his way to the airport, for instance, and does not discover that his flight has been cancelled until he sees it on the departure monitor one hour prior to boarding, his brand loyalty is likely to drop dramatically. However, if that same person receives timely mobile alerts from Delta regarding the status of his flight – and discovers its cancellation on his taxi ride over – he can immediately use his personal device to begin making alternative arrangements. This type of convenience makes a person feel like less of a number in a sea of customers, and more like a valued individual – more like the company cares about how his day ends up.
Contextual information is king these days, and consumers have come to expect memorable mobile moments from the brands they interact with on a frequent – or even daily – basis. If your business has not yet implemented a strategy centering on these experiences, it should make its way to the top of your 2016 to-do list.
View our pre-recorded webinar and learn how retailer Steven Alan provides a personalized omnichannel shopping experience with mobile moments. Download Why Mobile is the Answer to a Connected Customer Experience.