Mexico 2017 | The mobile-first consumer is changing the retail world
The good news is that every day in Mexico we have more technology ready to interact with today’s complex and demanding consumer. Each week we hear of a new partner that has new ways to reach/ interact/understand the consumer journey and how that understanding will help us to be more effective.
However, the big question we often hear is: How do we approach a consumer that has more options, information – and that is exposed to more advertising ‘white noise’? More and more often we hear this question, whether we are listening to a brief about cheese, soap, condoms, ham or devices to make mobile payments.
Head of Business Development and Digital Lead, Maxus Alberto.Pena@maxusglobal.com
As head of Business Development, Alberto is driving the next stage for Maxus.
He joined Maxus as Digital Director in 2012 and is accountable for digital media strategy for clients across CPG, B2B, and e-commerce. Before Maxus, Alberto
was Digital VP at Fleishman Hillard, Digital Leader at Young&Rubicam and at Wunderman as Interactive IT Manager.
But if we really want to impact sales we must add mobile to the discussion. With 52.8 million smartphone users, the way consumers decide how they shop for products is changing. They commonly spend over 10 hours per week on their mobile device, there is no other screen that commands more attention. And it’s exactly because of this that they receive more messages each day (advertising or content) than they used to. It’s no surprise that in 2016 mobile advertising accounted for US$ 699.3 and by 2017 it will surpass investment in desktop advertising.
ON THE GO
Showrooming right now is a bigger challenge, caused by the increased connectivity consumers have. Do you recall your last visit to a mall, public park, supermarket? Many of them now have free wifi and as different Mexico is as a market (82% mainly browse internet through paid wifi and 28% on public wifi ), mobile “influenced” decisions are common these days. That matters to the final shopping decision and sales.
We must expect that many consumers will evaluate our products in order to make informed decisions and try to get more details prior to shopping. Even with promotional events (Buen fin, Christmas season, and so on) they will compare prices and opinions. That’s the reason we often hear requests for “mobile first”, “mobile optimized”, “mobile journey”.
As of today, mCommerce in Mexico is still in development. However, cinema tickets, flights, clothes, and event tickets are common purchases, in fact 13% of Mexicans make a weekly mobile purchase and this represents a spend of US$1.18 billion. That is a market
we cannot ignore, if we reach them at the right time, with the right message and on the right device, we can fight for those sales.
MORE THAN JUST MOBILE
But we shouldn’t focus only on mCommerce. In smartphones, we have our most common channel for interaction online (email 64%, social media 79%, search 58% ), but we also reach a lot of people on mobile who then go on to “bricks and mortar” or desktop shopping. If we as marketers are able to combine profiles/audience segmentation with mobile-oriented capabilities like geolocation, temperature, weather and so on, we are likely to have more successful interaction with potential consumers.
Those interactions help to build brands and a strong brand is still going to win on shelf and online. No matter how technological or hyper-targeted our competitors are, in the end a consumer trusts more well-known brands and is more willing to purchase them
If brands want to push sales within this new context, marketers, agencies and publishers must have the discipline to build brands within this new ecosystem. This means looking to make great brand experiences on 3” to 5” screens, taking advantage of mobile device capabilities – and not only as a small test but as a way of having a frequent contact with potential consumers. It’s important that this is carried over to the retail environment, in
fact it’s a must. We can’t ignore the possibility of the consumer making the final decision in the retail store.
Having the commitment to create visual impact within tiny spaces, moving towards a reduced-text, more graphic/ video experience will not only be more mobile friendly but a more-consumer oriented experience. Consumers are mobile-first, so we must be ready to build brands using a mobile-first approach.