People now reflexively turn to their smartphone to search for information and make purchasing decisions. This document discusses how brands can reach consumers during these "micro-moments" by being present when people search on their phones, providing useful information to help with research, and enabling quick purchases. It provides examples of companies like Sephora, Unilever, Argos and Fancy that optimized their mobile experiences for the different micro-moments in the consumer journey.

1. People reflexively turn to their smartphone
to learn or buy something.
These are intent-rich moments when
decisions are made and preferences
shaped.
Micro-Moments

2. Consumer’s
Digital Journey
The smartphone has now become the go-to
advisor and assistant for every consumer.
For marketers, this means big opportunities and
being useful in relevant micro-moments.

3. 1. Understanding Digital Consumers
Behaviour Then and Now, Search on Mobile is driving local
6. Case Studies
2. How Brands Can Reach Out
Four Key Micro-Moments
3. Be There
4. Be Useful
5. Be Quick
7. Connect the Dots

4. Behaviour Then
60%
Six in 10 internet
users start
shopping on one
device but
continue or finish
on a different one
A shopper would either go online, browse a catalog, or walk the store aisles and learn more
about a product and either head to the cashier or head home to buy online.

5. Behaviour Now
Shoppers do the same albeit on their smartphone anytime, anywhere.
82%
smartphone users
say they consult
their phones on
purchases they're
about to make in a
store.

6. Search on mobile is driving local
w
a
People use their smartphones before
heading in-store—to gather ideas,
research products, and then search for
local information.
Searches for near me doubled in the past year.
Brands need to tap into the following common behaviour found in
consumer's journey, also known as "Micro-Moments"
Need/Desire Think of Ideas
Research Purpose

7. How Brands Can Use Micro-Moments to Reach Out
Understand shopper’s intent (looking to browse or buy) and their context (location, device used)
Show up on Google searches to be considered by the potential consumer.
Provide valuable information that will help them in research.
Purchase journey: in the form of searches, clicks, and website visits.
Embrace latest trends across various channels.
Be There, Be Useful, Be Quick
Does the device, time of the day or location call for a more tailored approach?

8. I-want-to-know
moment
I-want-to-go
moment
I-want-to-do
moment
I-want-to-buy
moment
Early research stage,
not yet in purchase
mode.
They want useful
information, maybe
even inspiration but not
the hard sell.
Curiosity can be
triggered by anything
and satisfied at any
time.
Relying on "how to"
searches to get to learn
or try something new.
Being there with the
right content is key.
We seek instruction for
just about everything.
Looking for business or
a product at a local
store.
Being present means
getting your brand
considered in that
moment.
Our digital lives connect
us to our physical world.
Ready to make a
purchase but may need
help deciding what or
how to buy.
It is vital to be there with
the right information,
irrespective of whether
they seek you out.
Mobile assists in
purchases across
channels.
Four Key Micro-Moments
These represent the full range of user needs.

9. Be There
66%
Apparel
smartphone
shoppers
turn to
Google for
ideas about
what to buy.
90%
Smartphone
users aren't
absolutely
sure of the
specific
brand they
want to buy
when they
begin
shopping.
73%
Users looked
for early
inspiration
and made
initial
discovery
online.
55%
Users were
prepared
online for
immediate
offline
purchase.
Source: Think With Google (2017)

10. Be There
I’m a big fan of doing what
you are really bad at. A lot.
At this early stage in the consumer decision journey, a brand's role is to
provide inspiration and ideas with content.
To be considered, you need to be present - not only when people search for
your brand, but also when they search on category terms related to the
products you carry.
Mobile Design: UI/UX
Imagery: Product images are the shopping feature they turn to the most.
Ensure your brand shows up
to be considered.
Video: Inspires and provides useful information
Studies have shown that you can increase unaided brand awareness simply by showing up in mobile search ad results.

11. Be Useful
Shoppers constantly search for the best: best product, best price, best reviews.
Consumers trust online
reviews as much as
personal
recommendations
88%
of mobile searches were
related to "best"
products.
Over
50% 32%
Internet users in India
view online videos to stay
up-to-date with trends.

12. Be Useful
Make it easy for consumers to
choose your brand by letting
others speak on your behalf.
Feature your product
reviews
Once on your site, consumers
may still grapple with making
the right decision.
It's easier to sell a home - just
like purses, furniture, or
jewellery when you show the
products in use.
Feature products in
context
6 in 10 internet users check
whether a product is available
in a local store before visiting a
store.
Example: Local inventory ads
Promote your best
sellers
Show local availability
of products

13. Be Quick
Encourage frictionless buying
Speed up your site
53% of smartphone users will immediately switch to another site or app if it doesn't load
within 3 seconds or satisfy their needs (that is, they can't find information or it's too slow)
Automate
Tools like DoubleClick, Dynamic Creative (DDC) parse through millions of data signals to find high value
users and identify right placement of adverts.
Provide multiple checkout and fulfilment options.
69% of people say that it is important that a retailer offers multiple ways to buy a product,
such as buying online or picking up in-store. Enable people to buy quickly via mobile
wallets and other platforms where their information is stored.

14. Be Quick
This is the moment the consumer chooses you.
I’m a big fan of doing what
you are really bad at. A lot.It's crucial to show up with a
fast, frictionless mobile
experience.
Slow or clunky sites drive
away customers, or worse,
closer to the competitor.

15. Case Studies

16. I-Want-To-Know Moment
I’m a big fan of doing what
you are really bad at. A lot.
Observation
Shoppers were turning to their phones while they were
shopping - for product ratings and reviews online
before they put something in their basket.
Solution
Sephora built their app experience around this insight,
allowing customers to scan products to read consumer
ratings and reviews, view purchase history to remember
the exact shade of a product they already have, and
save loyalty information so they can earn points and
redeem for gifts.
Case Study: Sephora

17. I-Want-To-Do Moment
I’m a big fan of doing what
you are really bad at. A lot.
Observation
Online demand for hair information wasn’t being met by
beauty brands.
Solution
In partnership with Google, Unilever researched search
term data to predict hair trends, and accordingly created
new content for their YouTube Channel “All Things
Hair”.
Keeping in mind the consumer intent and context, they
provided simple, credible answers to consumers in their
I-want-to-do hair care moments and drove phenomenal
brand engagement.
Case Study: Unilever's "All Things Hair"

18. I-Want-To-Go Moment
Case Study: Argos
Observation
Argos, one of the U.K.'s best-known "high
street" retailers for 40 years, discovered
that 46% customers started online, while
90% still end up in-store to buy.
Solution: Integrate immediacy
Fast Track—a speedy, in-store pickup
option that Argos launched in 2014—allows
customers to collect their products in-store
in fewer than 60 seconds.

19. I-Want-To-Buy Moment
Observation
Customers buy on impulse but these
impulses can be lost quickly when the
buyer is confronted with a long payment
flow.
Solution
Google Pay: check out on mobile by
entering their payment and shipping
information with a single click, doubled
their conversion rate.
Case Study: Fancy

20. Connect
the dots
across
screens
You don’t have mobile customers and desktop
customers. You just have customers.
Watch out for phone calls, cross-device
conversions, store visits.
Answer the Call
Mobile phone calls typically
lead to higher conversion
rates and website traffic.
Look Beyond Mobile Sales
Users tend to look up on mobile for
prizes, sizes, reviews, store
directions, to download an app or call
a business directly.
Measure More Than Just App Installs
Go beyond app installs and
ask how you can provide
useful content and
functionality to engage your
user base to drive sales.
Account for Multi-Device Behaviour
90% use multiple screens for
everyday activities while 40%
smartphone users research
on their phone and purchase
on desktop.

21. The Way forward
I’m a big fan of doing what
you are really bad at. A lot.The Way forward as we go full-speed into 2018, here are three things to keep in
mind:
1. Paint a comprehensive picture of your user’s journey via intelligent data use.
2. Strive for a fast and frictionless pathway for users to engage with your brand.
3. Providing value beyond what you’re offering is the best way to begin building your identity.
Happy Marketing

22. I’m a big fan of doing what
you are really bad at. A lot.Customer experience is the battleground for brands today.
PracticeNext helps partner brands create the best customer experiences, across the entire customer
journey. Through our connected offerings in technology, marketing, content and commerce, we
create new ways to win.
If you'd like to learn more about how we can help, visit https://www.practicenext.com/
We Are PracticeNext

23. Thank You!
Reference: Think With Google