26% of consumers access customer reviews and consumer conversations on mobile devices for PCWorld and Currys. This trend is only going to accelerate.
Retailers and Brands must ensure they provide their customers with a seamless mobile experience that includes all their social elements.
They cannot afford to wait. Those who fail to will simply lose customers.
Against recent years’ difficult economic background, consumer buying behavior has changed dramatically, leading to an increase in customer acquisition costs via “traditional marketing”.
Today’s buying journey is more accurately represented by a walk of multiple paths as opposed to the still used but now outdated “purchase funnel”.
Today’s purchase journey combines in-store visits; research conducted online and via mobile web, search queries, visits to comparison websites, visits to brand and retail websites; and, critically, consulting trusted reference sources such as customer reviews and the opinions of friends and family.
Those brands that have embraced customer reviews are now starting to look at how they can drive increased engagement with their customers by facilitating, embracing and in some cases participating in customer to customer conversations, to drive sales and advocacy.
With 89% of consumers reading reviews before some or all purchases, most now see reviews as a must-have for brands.
The social side of shopping for your next car has always existed, in the form of recommendations from friends or family, but the growth of online retail has changed the landscape for buying and selling cars, whether online or offline.
Following on from this look at how the automotive industry uses the web, I'll look at how the automotive industry can take advantage of the opportunity that social commerce offers them online.