People’s life is becoming more mobilized than ever because of the speedy growth in the mobile devices. There is a time-honored marketing concept showing that a customer takes a predictable journey toward a sales transaction (firstly customers will pay attention to a product, then the interest in it, desire for it and finally, take action).
A successful mobile shopping app developer should be the one understanding deeply this flow: determining the time to build a mobile app, choosing the best mobile app builder among various types of mobile app builders, then learn to complete a mobile shopping app with thorough comprehension of a good mobile e-commerce experience. And finally, when you hold in your hand your desirable mobile shopping app, you can easily follow the lifecycle of customers’ using your app.
Why is the mobile shopping app life cycle?
Determining the life cycle of a mobile shopping app means determining a framework for marketers to strategize how to communicate with customers, then the mobile app can avoid unexpected failures. But the path is not the same all the time but refined over time, and now, it is depicted as a “sales funnel”.
From the funnel, you can see that the basic idea has remained that a customer’s commitment to a purchase intensifies at each step, and so should the marketers’ investment in bringing the transaction to a successful close.
Now, with the unstoppable increase in the smartphones and tablets, marketers of a mobile shopping app need to rethink many things. Shopping is now like more interactive than a serial process and customers now do not go shopping but always are shopping.
To identify this transformation more apparently, marketers need to recognize that in this new world of mobile commerce, the traditional sales funnel is dead. It is being replaced by shopping life cycle where marketers have the chance to influence the behavior and purchase decision of mobile consumers at various key moments.
In making mobile marketing strategy, it is very easy for a business to make mistakes. Using traditional sales funnel sometimes can lead marketers to the obscure situation as its characteristics do not match the current m-commerce environment. One more reason is that the entire shopping and buying process are both continuous and intermittent. In the old sales funnel, the shopper moved step by step toward the purchase and the marketers targeted them as they moved closer to making purchase action. With mobile devices, the process is not like in an organized series. The steps of a mobile shopping app process are all happening all the time. More importantly, mobile shoppers can be influenced when they are using their mobile devices on the go.
In fact, the life cycle of a mobile shopping app should be described to include 6 key states in which customers exist relative to purchases, each of which offers moments they can be reached and influenced because they are using various aspects of mobile.
From these 6 distinct moments of the mobile shopping app life cycle, marketers can get the potential to steer the mobile consumers toward their products and influence shopping behaviors.
1.The Set-up: The pre-buy. The very first step is mobile research, as consumers tend to use smartphones and tablets even before they consider going to the store. Your business needs to understand that mobile is a pull, not a push medium.Marketers should position their core information and messages of their products at the place which can pull consumers according to one person’s time frame, location, and mindset. One more important thing in this step is that you should not let any tiny errors (technical, content,…) affect the user experience, besides, pay attention to UX and UI design which make the first impression on users’ mind.
2.The Move: In transit. In this step, the consumers are on the way to a store or running an errand. With new location-based capabilities, marketers can promote the information such as iPhone‘s speed and location, to send highly targeted and relevant messages to customers who have opted in to receive valuable offers. Marketers will need to create value for customers and provide them with incentives to let them always turned on in every of your given app.
3.The Push: On location. This phase occurs at a brick-and-mortar store. In the early time of the internet, brick and mortar was a detriment to every business, since online-only retailers could sell directly to consumers with fewer associated costs. Besides, with mobile, brick&mortar becomes an asset. However, while many retailers are enhancing the ability to interact, most are still missing the chance to identify and interact with mobile shoppers while they are in the store.
4.The Play: Selection process. Reaching this step, it means that your customers have gone through your mobile shopping app and got near the actual products they may consider buying. With proximity marketing, marketers can utilize various technologies to interact with customers in real time with the potential to move to real-time pricing. Along with this strategy, you should also combine it with the implementation of social media like Facebook, twitter,..to attain customer engagement and email marketing. By doing so, more and more people can easily reach your products and your mobile shopping app may build brand more successfully.
5.The Wrap. The point of purchase. Here is yet another chance to sway the buyer. When your businesses adopt more mobile self-checkout options and mobile capabilities are embedded into point-of-sales systems, offers and counteroffers can be presented to consumers during the buying and checkout process.
6.The Takeaway. Post-purchase. This phase occurs after the purchase when customers share photos, videos or information of their recent purchase via mobile devices with friends, soliciting and receiving feedback. The challenge for marketers is how to become of the conversation at this stage.
The mobile activity of these 6 phases will continue to expand as smartphone and tablets are increasing and more consumers are joining the ranks of mobile shoppers. By recognizing the life cycle of mobile shopping app, brands and marketers will be in a position to adapt along with its evolution, and to master the new art of mobile influence.