Mobile Shopping: Before, During, and After a Sale

It might be easy to miss the full extent of the growing role mobile devices are playing in the "shopping" process because so much attention is rightly focused on mobile payment or social shopping (Groupon, LivingSocial). In the former case you have the actual payment transaction, in the latter case the inducement to buy something.

The more subtle roles are played as people first become "searchers" before they become shoppers, looking for information first, before the intention to buy something has surfaced. To the extent that involves mobile search, recommendations and so forth, mobile as a venue for advertising and marketing is the issue.

Then, as searchers shift to the "shopping" mode, direction, location and mapping move to the fore. Then mobiles get used inside retail outlets for comparison information, further detail on products and possibly, exposure to any offers that might be current.

The point is that the ways people use their mobile devices before they get to a store is part of the shopping process, and creates business potential for different entities in different parts of the mobile ecosystem. Once a product is purchased there are other ways mobile can be used for supporting customer service, creating social reviews or supporting repeat behavior.

Mobile payments and social shopping are only two of the salient ways mobile is used in the shopping process, and only part of the ecosystem of activity growing up around mobiles.

Reaching the Mobile Shopper: Before, During, and After the Big Sale | ClickZ