Buying online by mobile and e-commerce: the MISS criteria
Make It Stupid and Simple
Now there is an app for everyone and the trend is always increasing. Make life easier, but let us become more and lazier. The buzzword is “immediate” and “at home”. By now, portals like Amazon are able to deliver the right products, at the right time and with the right discount, making you spend more and more. Speaking of Amazon is interesting to observe how the world is generally evolving in e-commerce and in general of mobile commerce. Amazon was just the first of the services that leverage this limitless h24 buying mechanism everywhere.
What are the things to keep in mind when we want to try launching an app/service? In a world that is increasingly evolving and “spoiled”, services have to respond to certain needs. Social media play a very important role; especially in the difference between a distracting buyer who, turning on his Facebook home or Instagram finds a basic product he may not need but decides to buy only because he has found it online. There are many examples of food products, so either low-cost products like accessories, fashion, that people decide to buy without thinking too much. It triggers a triggering process that leads to a purchase that would not have occurred on the same product in a physical store. A knowledgeable buyer knows what he wants to buy, goes to search for example on Google, and then buys it. Now it is no longer so strange to think that 82% of people search online information before buying and 90% of them search for local products and servicesToday, people who work in marketing can use data to shape everything: from the products and services they offer, the way they interact with their customers, to the corporate culture. By rethinking their work radically, marketing professionals can now use data to understand each customer as a single individual, use predictive tools to anticipate demand and actually design social businesses. The tremendous amount of data generated today by customers allows those who work in marketing to get a customer profile, not just as a segment or market target, but as a single individual and understand the personal needs of each of them.
In 2016, for the first time, Facebook insights showed a peak of conversions of mobile device targets. The time the highest number of conversions was recorded in 2016 was the Black Friday day, and mobile users have surpassed desktop desktops during Christmas (51% of the transactions were made from mobile devices). We went “from shopping” to “shopping”. Yes, even if the phrase “smartphone is always with us” can sound trivial, it’s a pure reality … in a few minutes we can compare prices, get detailed information and product reviews, use discount codes reserved for us. (Source: Moving at a mobile minute)
These are the 3 basic aspects to remember:
Knowing Users: People control their cell phones more than any other device, you have to be ready to catch their attention whether they are traveling or on the couch.
Design: On the fly time flies. Time is a new metric to achieve success. This translates into usable, clear interfaces, and well-designed shopping paths.
Offline + Online: Create strategies that combine online and offline experiences, capturing your audience through your mobile phone even when it’s physically in the store