We live in a dynamic world. The scenario is forever changing and change is the only static state of things. Our lifestyles and behaviours have evolved more and more towards being on-the-move and we have less and less time for daily chores.
Gone are the days where moms used to haggle with the vegetable vendors for getting fresh vegetables at optimum prices. New age moms go online and order groceries and get them at comparable or lower prices using coupon codes and deals. The new mom is no more someone who devotes all her time cooking or looking for recipes. She has her own individuality. She is a working woman, an entrepreneur who can’t devote time for grocery shopping or even a stay-at-home mom who would rather devote that time to her kids or herself.
Imagine a world in the kitchen where her smartphone application already has a list of grocery stored for her. Her phone starts beeping with a reminder that the flour and ketchup needs replenishing, based on data when she ordered the stock. Once she clicks on the notification, it automatically directs her to the store. The order for flour and ketchup is placed with the saved credit card details in the application. All with a touch of a single button. That’s the kind of personalization, the mobile-only work is promising. And she can do it during her yoga class or when she is en route to her workplace. How convenient is that?
How does this apply to fashion?
Now imagine another scenario. You have a party coming up and need to look special? This new mobile application has already stored in your measurements and your silhouette preferences. When you go to the application, the screen flashes, the top ten dresses for the season based on your preferences. You select one, and then it gives you three choices in colour. You upload your picture to the application, and now you can view how the dress will look on your frame. Wondering, if the you can get a better price for it in another store? You click price compare and the application shows you the same dress or something similar in five other stores along with deals on it. You can still request for fitting trial once the dress lands at your place and pay by COD. So finally, you get to choose the dress in vogue, see how it fits you and get the best deal on it. All in just less than a few clicks.All without having to step out or visit a physical store. Not only is it convenient, it’s a saving too!
What more? You can upload you picture on the application wearing the dress, review it and if you don’t like anything, post about it. Recommend the whole look by adding accessories to the look and get noticed. You can also check what your friends are wearing and recommending. All in just one application. A complete personalised experience.
Nearly two-thirds–63 percent to be exact–of mobile shoppers are under 35, according to data from Millenial Media and Comm Score. Of that group, 36 percent are between the ages of 25-34, 22 percent are 18-24 and 5 percent are 13-17. 58 percent of young adults recommend products using social networking communities. In fact, 34 percent of mobile retail users earn $100,000 or more annually, and 18 percent of mobile retail users earn $75,000 to $99,000, according to the report.
As social media grows companies are beefing up their loyalty efforts and moving towards applications.Virtual stores rather than physical ones are on a rise. Loyalty cards are on their way out and will be replaced by customized rewards that incorporate social information, shopping behavior, and more. Cash and credit payments are slowly being replaced by payments through payment options via PayPal, Google Wallet, Square Wallet and more.
More than 80% of online adults own smartphones and 75 % use smartphone applications. The global smartphone audience surpassed the 1 billion mark in 2012 and will total 1.75 billion in 2014.
A lot of companies in India too have realised it’s potential. Myntra co-founder Mukesh Bansal said in February that it is “100 percent focused on mobile and making all our investments on the platform going forward.”
Going by all the data, a smart move I would say, considering the smartphones have become an extension of our personalities. It is the first we switch on after waking up and the last thing we check before going to bed. Get ready for a personalised, customised customer experience as companies try and woo you :).