Over the last many months, I’ve been researching and writing a new book about the mobile commerce revolution and the dramatic shift in purchasing behaviors due to mobile and tablet penetration.
As many of you are regular readers of this column, I wanted to let you know that the book, Mobile Influence (The New Power of the Consumer), was published today.
In the book, we argue that the traditional sales funnel is being replaced by what I call the Mobile Shopping Life Cycle.
In this new path to purchase, mobile shoppers are active in six phases in the course of an actual purchase.
At each of these six stages, there is the opportunity to sway or influence customer behavior. They are the times, locations and mindsets when businesses can interact with mobile-empowered customers to impact the actual purchase.
These potential moments to alter consumer shopping behavior I call influence points and identifying them can give a business the edge.
Each of the six phases will continue to expand with the increased proliferation of smartphones and tablets, with more consumers joining the ranks of mobile shoppers.
Mobile is a complete game changer that alters consumer shopping behavior like nothing before it. With mobile, people no longer go shopping, they always are shopping.
The six phases of the Mobile Shopping Life Cycle are:
There are various influence points at each of these stages of the Mobile Shopping Life Cycle. In this new shopping cycle, the cusotmer rules.
OMMA mCommerce, July 15, New York. MasterCard, Joule, ScanBuy, Huge, Spyderlynk, Rue La La, BYNDL, Catalina, Giant Eagle, Payvia, Ansible, Moxie Interactive coming. Here’s the AGENDA.