• Mobile can appeal to consumer’s practical needs—the head—in more cohesive ways:
Head shopping is practical and rational. Consumers are focused on where they can buy products. What’s cheapest? Where is the closest location? Opportunities exist for marketers to continue to provide cost-savings tools, while enabling cohesive logistics, such as directions, store maps and timely alerts that make the shopping experience easier … all of which free up consumers to move into more emotional territory.
• Brands can utilize mobile to move into more emotionally resonant areas—the heart—to truly win over consumers:
In contrast, heart shopping is more emotional. What shall I buy that helps me care for myself and/or my family? What can we splurge on that’s a special treat and helps us have fun together? What can I cook that my wife will love? This is untapped territory in the mobile ecosystem; brands and retailers in the mobile space have been almost entirely focused on the practicalities of a purchase, including cost and location. But opportunities exist for brands to infuse more excitement, exploration and a sense of emotion into the grocery shopping experience.
To read more of this study done by Microsoft, click here! The infographic below offers a sneak peak into the study.