Shop­ping on­line af­fected by Con

ArabAd - - COVER STORY -

Mo­bile shop­ping has emerged as a strong cul­tural force world­wide and con­tin­ues to have a pro­found im­pact on shop­ping due to shift­ing be­hav­iours and at­ti­tudes.

A re­port from Draft­fcb ti­tled “The Mo­bile Shop­per: A 2013 Draft­fcb Global Shop­per Snap­shot,” con­firms mo­bile’s march to dom­i­nance as a medium of choice for con­sumers. The in­for­ma­tion col­lected shows that mo­bile has and will con­tinue to have a pro­found im­pact on shop­pers and shop­ping.

As one of the most highly adopted tech­nolo­gies of all time, mo­bile plays an im­por­tant role in the evo­lu­tion of shop­ping be­hav­iour. Shop­pers world­wide are at­tached to their mo­bile de­vices for both emo­tional and func­tional rea­sons.

Ac­cord­ing to the re­port, 72 per­cent of mo­bile shop­pers in­di­cate that they “can’t live without” their mo­bile de­vice. As such, the mo­bile de­vice is a shop­ping com­pan­ion, and an in­dis­pens­able re­source and gate­way to brands, ideas and re­tail.

Iyad Kamal, COO at Aramex In­ter­na­tional Re­tail­ers must step for­ward even more to de­liver creative and sat­is­fy­ing multi-chan­nel ex­pe­ri­ences.

Mo­bile shop­ping preva­lence in es­tab­lished mar­kets like the U.S., Ger­many and U.K. is a strong global force, and in emerg­ing mar­kets like In­dia, South Africa and China, mo­bile shop­ping shows the ex­u­ber­ance ex­pected in mar­kets where mo­bile tech­nol­ogy has leap-frogged over more tra­di­tional in­ter­net ser­vice such as home-based on­line con­nec­tiv­ity.

Shift­ing Par­a­digms

Mo­bile shop­ping has also im­pacted much of re­tail and brand mar­ket­ing. By look­ing through the lens of hu­man be­hav­iour rather than fo­cus­ing pri­mar­ily on tech­nol­ogy, this global snap­shot shows the “Now” of mo­bile shop­ping. It is yet an­other strong nudge to mar­keters that the clas­sic path to pur­chase has evolved of­ten dra­mat­i­cally and will con­tinue to do so in the fu­ture. From em­pow­er­ing a more male-cen­tric vi­sion of shop­ping as op­posed to the fe­male-cen­tric tra­di­tional view of shop­ping, to other fun­da­men­tal changes, this re­search of­fers mar­keters an ad­di­tional glimpse of the fu­ture of

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