Mobile phone, different roles within the purchase process | Key4Communications |

The purchase process has been changing in the last few years. Not only new purchase channels have born in the online world, because traditional purchases are now affected by the presence of mobile phones all the time. Moreover, these devices have changed the way we interact with the retailers, and the way we look up for information before acquiring a product or service.

According to a study from Facebook, 45% of the real purchases have been, in some moment, in a mobile phone, maybe in order to look a product in the mobile phone and buying it later, or in order to carry out, directly, the purchase. Furthermore, this device can be used to consult different opinions from buyers and consumers when being in the point of sale. In that moment, online and offline sales get fusion.   

In that sense, according to the portal Brightlocal.com, 88% of the users have read once an opinion from a website in order to decide if buying or not a product, which supposes that these kind of comments have grown a lot.

The physical stores keep on leading the sales

It is true that electronic commerce is increasing quickly, but physical stores continue being responsible of the majority of the sales. Although, the way we carry out a purchase is not the same. Smartphones have become the shop window for the stores and, further, it multiplies the range between the consumers and point of sales, and motivate, or not, the buyer to go into them.

The mobile phone as a counsellor

Knowing which products are available in a store can be a key factor for a consumer to decide if going there. According to Google and Ipsos figures, one out of four people avoids going to a store if he or she is not sure about there is a product. This new consume habit and extensive searching which is creating a more demanding consumer model, can be used also for the brands, which can take advantage of these changes.

Consumers which search for relevant and pleasant experiences which motivate their interaction in their constant micro mobile moments. If something is clear is that retailers should not overlook the fact that the omnichannel buyer is specially valuable for a brand. According to Mastercard, consumers who acquire products online and offline purchase over 250% more than the average.