Mobile shopping has transformed the way people shop, with 50% of Americans using a mobile method to navigate shopping, according to an Arc Worldwide survey for Leo Burnett that claims mobile shopping has become a way of life for Americans.
Leo Burnett has created a presentation (view at end of this article) with suggestions for how to market to mobile shoppers.
There are heavy and light shoppers. "Heavies" are forever attached to their mobile device and love
experimenting with new apps. "Lights" view their mobile as an inferior "on-the-go" version of their computer, doing
basic mobile shopping activities, including looking up store hours and
Shopping for big ticket items is now being treated casually as people rely on their mobile
to do "the work." In contrast, simple tasks like buying morning
coffee now receive careful consideration due to expansive mobile apps
allowing customized interactions and experiences.
Americans want a spontaneous and fluid mobile-shopping experience.
Today's mobile shopper
searches for a new outfit, orders take-out, and scoops up the latest Lady
Gaga album with just a few taps on their mobile.
Retailers should work together to create a
one-stop-shop for mobile shoppers to collect discounts, view product
specifications and inventory status. This comprehensive experience pulls
shoppers through the purchase and may encourage a similar transaction process in the future.
Here's the presentation: