As part of our research into the NZ smartphone landscape, we conducted a number of in-home interviews with a spectrum of local users. Crystal, a Chinese migrant who has been in NZ for six years now, spoke of how her Mum now uses her smartphone to pay for small items. It still surprises her how ‘backward’ NZ is with our mobile services.
“Even my mother buys fruit with her phone. On WeChat they have a scan or barcode. All the street stalls like the morning markets – they all have their own code. You can just scan them and the money just goes to their account so there is no cash” Crystal, 27yrs
Bridging online and offline to create a seamless customer journey
When measuring the role of mobile in the retail customer journey, we discovered that whilst the smartphone plays a significant role at the start of the purchase funnel, bricks and mortar continue to shine at the moment of truth – the transaction. Anecdotally from other projects I have worked on, we know this is true as customers playback to us time and time again – ‘I like to touch, feel, check the quality, play’. It is a highly tactile category and for this reason, mobile plays a slightly different role than in travel.
It is all about inspiration and using the functional benefits of the device to help consumers whilst in-store and create a memorable shopping experience. With Apple rumoured to be taking a step closer to bringing its augmented reality vision to life with multiple depth sensing cameras in the iPhone 8.