Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

But when we ask respondents whether they have used their mobile for specific categorypurchases, the numbers drop dramatically. On a category level: 2% recall having used itwhen buying OTC medicines; 2% when buying pet food; 2% when buying alcohol; 1%when buying tobacco.On any given trip to the store, mobile is almost non-existent. Our in-store supermarketobservations in the United States back this up. Of 1,000 aisle shoppers in a snackcategory, fewer than five shoppers interacted with their mobile device, and those who didwere simply answering a phone call.Mobile should be providing shoppers with innumerable benefits. When we asked mobileowners what services they wanted from mobile, they mentioned a range of benefits: 16%want to use mobile coupons to save money; 16% want apps to check product availabilityin store; 15% want services that can help navigate around the store; 13% want an app orwebsite for on-the-go product recommendations and reviews.But it's not clear that even if mobile offered these, they would be used with anyfrequency. Often shoppers' priority is the speed of the purchase, as opposed to the bestdeal. They will ignore better offers and choose the product they normally buy and arefamiliar with, especially in low-involvement categories, such as household products anddairy. We shop these categories so often and so habitually, that mobile services need todo something extra special to snap us out of habit.Another challenge facing mobile is that often its services are too much trouble for a userto access. QR codes are a good example: it takes several clicks to get the information youwant. Though QR codes have been around for some time, a report last year for eMarketerfound that only 9% of consumers in the United States had used them in the precedingyear.We can identify three areas in which mobile needs to excel for its shopping services to beadopted en masse and used frequentlly: mobile must save shoppers time, money andangst.While many mobile services target a clear need in these areas, the user experience oftenfails to deliver enough of a benefit. For example, many retailers have apps that deliverdiscounts to shoppers, but they often send offers that are not relevant to the shopper'sneeds and are delivered to the phone when the customer is not in the store. These appsneed to become more intuitive.Augmented-reality applications should also come to the fore. These services workdirectly from a phone's camera and overlay the digital world onto the real, helping you tosee more information on products or find them in store. These apps require little effort ortime to activate.We know that shoppers will use their mobile in the store when they see a tangible benefitthat matters to them. Shopkick is a great example of an app that delivers offers in a quick11