Can marketers reduce ‘friction’?

Friction is the percentage of consumer dropouts during the path to purchase. During the purchase journey, consumers are enticed by the promise of instant fulfilment at each stage of the purchase funnel. However, when consumers routinely encounter inconveniences they tend to abandon their path to purchase.
  • Friction occurs during both, offline or online consumer shopping and includes activities such as unnecessary wait times, standing in queues, not getting the right information from media touchpoints, need to fill in forms or not finding the right model.
  • Marketers need to be more fluid in their approach towards target marketing and should build distinct communication for both men and women. 
  • Women look out for more information at all stages of the purchase journey and get overwhelmed by various brand advertisements.
  • Men feel that brands do not share relevant communication and different models from the same brand hamper their experience.
  • Using mobile in reaching consumers can help brands experience faster and seamless conversions.
  • Mobile can enable brands to target relevant audience with personalised creative that will allow them to provide more product information to interested consumers through messaging chat bots for generating easy leads.
  • Mobile has revolutionized consumer purchase journey. Mobile influence in smartphone’s path-to-purchase is all set to increase by 1.8 times by 2022 at 15.6 Billion dollars.
The smartphone is dominating the consumer journey at every stage of the purchase funnel, right from awareness, discovery and building purchase intent through storytelling, FAQs and sequential advertisements.

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