Consumption Diary Analysis
Consumption Diary AnalysisInsight1: Shopping habits of customers who were going through major life event are more flexible than ordinary.   According to my diary, I got around 65% foods from Stamp Union with choice between Panda Express and Chick Fil A simply because when I first went to there for lunch, these two brands were the most popular with lots of students lining up.  I originally don’t have habits of eating fast food, however when I moved to College Park, my shopping habits became very flexible due to the environment changing at the very beginning and I tend to stick to the first one/two that attract my attention and satisfy me.  As for marketers, if they can identify these customers from huge database at the right timing, all the marketing strategies will be much more targeted and effective. And after identifying them, in order to attract their attention at the first place, product trails, sample taste and customized coupons are all possible ways. Marketers could also focus on brand content marking in order to increase the retrospect possibility once customer have potential changing in shopping habits. -Insight2: Mobile Marketing is an imperative.
Before final purchase, I habitually search most categories (expect for food and groceries) by smartphone in order to learn more products’ information, read reviews, make price comparisons, find promotional offers and then narrow down choices. Sometimes even when I am in store, I also rely on smartphone to make price and product comparisons.   I believe that I am not the only one doing so. Nowadays, mobile devices always on and always with shoppers are so convenient to be turn to make searches, which also presents tremendous opportunities for brand companies to connect with potential customers wherever and whenever they are searching for your products.    Thus, marketers should focus on very clear products information, promotional offers and retail locations and other information concerned by customers showed on search engine, store websites, brand websites and comparison sites. What’s more, since mobile searching enable brand companies gain tons of consumer data like location, time of day, device…, marketers should reach customer with more relevant messages such as LBS coupon sending and relevant product coupon sending. And in terms of maintain in-store shopping, having a wide inventory of ecommerce products, stocking unique product bundles and using price match guarantees are some ways to connect with mobile users while offering expert service from salespeople or interactive product demos can help distinguish in-store experience from online shopping.