With so much time spent glued to our phones, people’s shopping behaviours have shifted to mobile in profound way. Yet, the vast majority of online shopping is still done on desktops and laptops. Consumers complain about product images not being large enough to see or find it’s too difficult to type through shipment and payment options. Now big tech companies like Facebook, Pinterest, Twitter and Google are trying to bridge this gap between time spent and dollars spent on mobile with a simple buy button. If these tech companies become the middlemen between retailers and consumers, we could see reduced traffic to retailer websites and possibly loyalty to those stores as well.
We have to recognize these types of behaviours through our understanding of the PDJ. This can help identify where potential sales are being lost and lets us think of how we could turn this into an opportunity. Consumers want quick, simple transactions on mobile and if a brand can’t provide that, we risk losing them to someone else.
Coffee creamer. It’s not really the most exciting product to talk about. All Nestlé really knew when trying to promote their Coffee-Mate Natural Bliss, was that consumers only really cared about wanting something natural in it. So how did they try and grab consumers’ attention in a way that linked to their product benefit? Together with 360i, Nestlé opened a one-day pop up café called the Natural Bliss Café as the foundation of its digitalcampaign. People who entered the café on their morning coffee run were soon shocked to realise that many of the workers were paid actors and performers who were ‘nude’ – or rather, only covered in body paint.
The content captured from this one-off event is now being pushed on the brand’s digital channels, scaling its communication. Sometimes shock value is a good way to spark conversation about products that consumers aren’t necessarily excited about. At least the café gave away the coffee for free, which was more surprising to some of the local New Yorkers than the fact that the workers were nude!