Use Different Mobile Behaviour of male and female

The world’s luxury brands are often designed separate marketing strategies for each target mobile consumers. But there is much effort to compete with other players on the field of mobile commerce.

The brand with the increasing demand of mobile transactions often create applications with the customer experience for men or women.

Sometimes, mobile strategies such as quick response QR code and SMS service does not need to be redesigned to fit every style shopping. We just need to adjust to accommodate the entire marketing strategy.

“Instead of relying on templates, the brand has been very successful understand each customer’s desire and know how to interact accordingly,” said Jeff Hasen, chief marketing officer of Hipcricket, Kirkland, Washington.

“This is especially true for luxury brands when that customer expectations for customer care services increasingly high”

 

Attract users

An array of mobile strategy is the phone application should be based on shopping preferences of each gender. “Men and women have different shopping preferences extremely”, Isabella Lin, Managing Fashion and style items in Appitalism, New York.

“A market research report on Market Intelligence Survey showed that: 81% of women consider shopping as one way to entertain and relax, while the rate for men is 43%.” The big difference this should be considered carefully in the mobile commerce strategy of the company

Men see shopping as a chore. So for men applications should be designed to replace the leaving home to shop. This application can allow men to buy luxury goods and services with compelling visual images without the step out the door.

The luxury car manufacturer has integrated a few male-friendly functionality into your applications

For example, luxury car Lexus GS350 Toyota has been introduced together with an application designed to compare directly with the car along the lines of the competitors.

The application client can see the difference in the characteristics, features and appearance of the two cars. This application not only helps the male customers waste of time to go to the dealer, but also enable them to interact more with the Lexus brand.

Another example, the British car maker Bentley Motors has released specialized applications for two Continental GT and GTC models. This application allows users to design their own car and slide the history of the cave through movies and stories.

Applications include a Visualiser custom tool helps users to change the color of the car, wheels, hood and interior with a set of images, video and technical parameters of both models.

The use of multiple images of the Bentley to help male customers can make a decision before you leave the house, but probably only loyal patient enough to see all the contents of the this.

Above all, the goal of the application for men is mobile commerce, since men are looking for an alternative to the conventional shopping.

In contrast to men, women usually shop for their pleasure and satisfaction are more li when making a purchase decision. “Nearly half of women consider shopping as 1 reward relax and enjoy, while a quarter consider shopping as an act to promote themselves,” she said Lin.

Applications aimed at women should focus on raising the level of prestige of the brand. The luxury brands have the opportunity to put the detailed design and strategic commitment for women. These customers will spend much of the time with a brand and use of information and experience on the phone to weigh the strengths and weaknesses of the purchase.

A recent example of a client application towards women Dior Addict of the French fashion designer Christian Dior. Brand brings fun and optimism summer campaign of Dior Addict perfume into an application on the iPhone.

It makes it easy for users to share information campaign through photos, videos, and quotes from the designer.

“Application of the more detailed level of customer confidence in the brand as high,” Mrs. Lin said.

To develop an application geared towards men, luxury brands can create two parts: a direct link to the product image for men, and the rest going into exploring brand for women. And applications that can create two links to two items in its main screen.

“While men focus more on visual, women re-direction of the visual sense,” she said Lin.

 

One for all

Marketers can benefit from specific mobile strategy, but the habits of this group of consumers to interact with QR codes or SMS is generally the same.

“Both men and women are easy to get through QR codes”, MattMckenna, founder and president of Red Fish Media, Miami, Florida.

For example,, accurate Michael Kors access to the female audience through the QR code on the occasion of Mother Day window. “You can expect a greater amount of feedback from a specific message for men,” Mr. McKenna said.

“It will create a big shift, especially when messages can be sorted and sent to the appropriate object, and it should be completed in the time of CRM brand is planning action “. Moreover, there is no big difference in response rates between men and women in the SMS campaign.

In fact, SMS should provide primarily for other customers with special offers. Since SMS is a channel to choose from, the brand should make sure that your message sent is really valuable for other customers.

In addition, these messages should be sent with the content to suit each customer’s. “The phone offers options for individuals to be able to test the brand, sales and increase customer loyalty for the brand,” Mr. Hasen said.

“The brilliant marketing team will split the database of SMS to provide information and offer an appropriate and effective way