The consumer decision-making process consists of five steps which are: need recognition, information search, evaluation of alternatives, purchase and post-purchase behaviour. It’s important for marketers to deeply understand each of these stages in order to design their marketing mix properly and improve customers’ acquisition and retention.
This blog post analyses the Purchase stage in detail and explains how Mobile Marketing strategies can be effectively used at this particular step of the consumer’s decision making process.
After evaluating the alternatives, consumers make a final decision and purchase a product/service. Even if purchase stage is affected by previous decision making process stages, marketers can still have a chance to impact consumers who are already at the purchase stage. At this step, marketers should make their products available to their consumers and be sure to make the purchase process easy and enjoyable for the consumer.
￼￼￼￼￼￼￼Like at previous stages, also at the purchase stage mobile technology plays an important role for marketers. For instance, mobile services can improve consumers’ shopping experience at the purchase stage by making the product ordering, purchasing and payment more convenient. All of these improvements may allow consumers to save time and money.
Importance of Mobile Technology at Purchase Stage
Regarding payment stage through mobile devices, we can talk about different usage of mobile devices, such as making a purchase via mobile app or mobile site, making an online payment via mobile and purchasing via mobile payment at the offline store.
Marketers who use their consumers’ past behaviours have a better chance to have an impact on the purchase stage. That is because most of the consumers move to the purchase stage by leaving traces, such as making a search, adding a product to the basket and leaving it, commenting on a product page, etc…
Marketers who read these traces and build campaigns accordingly can achieve better results.
Purchase Stage Use Cases and Actionable Insights for Marketers
In purchase stage, marketers’ job is to make their products available to the customers and make the purchase process easy and enjoyable for the consumers.
At this stage:
1. Mobile Wallet (Mobile devices can be used as digital wallets; consumers can make the payment by transferring the funds electronically)
2. Location Based Campaigns (Consumers at the purchase stage can also be notified on the availability of a sales promotion on a near-by item)
3. Interactive Push Notifications (especially mobile app marketers might send interactive push notifications to the users at the purchase stage and get their payment immediately)
4. Triggered Campaigns (sending notifications to the customers who leave their basket without purchase) can be used to impact consumers’ decisions at this stage.
This blog post is part of the ‘Effects of mobile marketing on consumer decision making process’ series. You can reach previous blog posts below:
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