Small-screen social experience – Trend 6

Small csreen China

The rise of mobile commerce is changing not only the way people make a purchase, but also how they research, experience and share information about the brands they consider. Chinese consumers are increasingly sophisticated and technology savvy, and social media content is deepening its influence. Consumers are demanding a more personalized shopping experience both online and in bricks-and-mortar stores. They want great service, they expect products to be available right away, and they want fast delivery. But simply meeting these expectations is no longer enough; it is just the minimum, and there is little margin for error. To mark themselves out among savvy and connected consumers, brands and retailers must now deliver a great experience.

That experience must translate – especially given the growing spending power of the expanding millennial age group – across all platforms. It is now essential that mobile and social media are as seamless a part of the shopping experience as they are a part of consumers’ everyday lives. Content that works on a mobile – from both a function and an engagement perspective – is the first hurdle in the race to deliver a great mobile experience. Demand for more, better mobile content will grow in the Year of the Monkey, driven by the rise in mobile commerce.

This requires a fresh approach to marketing; one that delivers a sense of closeness to the consumer and one that reflects and anticipates the way people use their mobiles to shop. The intimacy with which consumers relate to their mobile phones must translate to the relationships that brands and retailers build and the experiences they deliver.

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