As consumers increasingly call the shots in their buyer journeys, marketers are tasked with optimizing the path to purchase to meet expectations. We all know how intensely connected consumers are to their mobile devices, so there’s a solid starting point for grabbing their attention. But, how can you actually get mobile users to buywhat you’re offering? Yes, digital transactions are quick and painless, but what about the local businesses that thrive off of face-to-face interactions (and purchases) with their buyer personas? What about consumers who need to put a face to a name in order to become a loyal lifetime customer of a retail brand?
Pokémon GO is a prime example of how marketers can marry consumers’ digital and physical worlds to better cater to their preferences, immediate needs, and surroundings. By leveraging both digital as a channel (through the app) and a physical path to purchase in-store, Pokémon GO succeeds in optimizing the buyer’s journey relevantly and innovatively.
Since July, you’ve undoubtedly seen more people wandering around outside staring at their phones than ever. It’s a phenomenon! Augmented-reality-based mobile app, Pokémon GO, has amassed 75 million downloads since its launch, surpassing the number of active Twitter and Tinder users in just days. Talk about being “the very best, like no one ever was.”
One cool aspect of the game, which uses your phone’s GPS to track your location in real-time and transposes the virtual world of Pokémon as it were the real world via your phone’s camera and gyroscope, is that users are using technology to enhance the world around them!
So, how can brands inject themselves in this quest to “catch ‘em all?” Smart marketers are taking advantage of in-app moments in conjunction with the physical world in real time. For instance, many retailers with brick-and-mortar stores are driving Pokémon GO users to their store locations through the app and geo-targeting.
Geo-targeting is a huge opportunity for marketers to drive purchases. Accurate location data allows marketers to better align with consumers based on their prior mobile activity, behavioral frequency, and device information. Increased access and contextual insights enable timely and relevant offers that will inspire more consumers to engage while on-the-go. As this data and technology improves, more mobile advertisers are using it to drive greater campaign relevance and, in turn, more real-life buyers.
Pokémon GO allows retailers to literally “lure” in foot traffic. Lures are special items that can be added to Pokéstops. Players can see how many lures are active in any given area, and they’ll flock to places that present a high probability of easy catches. If you’re swift, the added foot traffic can seriously boost business. Getting players in your area is step one (Thanks, mobile.); next is capitalizing on this opportunity.
This mixed reality commerce world allows consumers to customize their own experiences to exactly what they want, resulting in increased satisfaction and efficiency in their paths to purchase. It all comes down to creating the right environment for your buyer personas. Effectively getting your brand in front of consumers means getting them where they want to be.
Mobile devices tell marketers where consumers are located in real-time — what they’re doing, feeling, and wanting. If you create a brand-user experience that capitalizes on where the consumer is at in that moment, you’re more likely to gain new customers and grow brand loyalty.