In the world of mobile marketing, there are 4 crucial moments defined by Google as opportunities for businesses to develop their mobile strategy to get their customers:
- I-want-to-know: consumers are looking for information rather than making a purchase.
- I-want-to-go: consumers are looking for specific businesses or products near them.
- I-want-to-do: users need help completing tasks or solving new challenges.
- I-want-to-buy: consumers are poised to make a purchase and need help doing so.
These are micro-moments that businesses need to identify in their customer journey to make them take actions. Their marketing strategy need to be mobile to address these moments. In this blog, I’d like to share my “I-want-to-buy” micro-moment that Woolworths’ mobile app satisfies with its interesting mobile marketing.
How Woolworths tap into my micro-moment
It was a typical Thursday afternoon. I had just finished a long day at work. My energy was running low. However, I need to cook my dinner that night. But there was a problem: what should I make for dinner? I couldn’t think of a recipe that would work for the time I had. I didn’t have the energy to plan every little detail: the ingredients, the shopping list, and everything that came with it.
Scrolling through my phone, I found the Woolworths app for my groceries shopping. Now was as good a time to give it a try. I opened the app. Immediately, “Trending Recipes” caught my eye. I could see images of various dishes, complete with its suggested time cooking estimates and price per serve below. Moreover, in each recipe, Woolworths offer clear instructions and nutrition details. As I glanced through the options, my mind was made up for my dinner recipe. With just a few taps, I selected a recipe that sounded perfect for my evening.
But here’s the best part: I saw an interesting feature – Shop Ingredients button below each recipe. With this Shop Ingredients button, Woolworths automatically put all necessary ingredients from the recipes I chose into my shopping list. I didn’t have to manually search & browse for each ingredient. Woolworths had already done the work for me, already populated the shopping list for me. No more mentally exhausting searches through aisles to figure out which spice I needed or what veggies were missing. I had it all, right there in my app. 🤩
Then, I chose pickup option, which allows me to select my groceries through the app and then pick them up at the nearest store. I thought: “Why not?”. I had placed my order, ready for pickup at the store. It truly eliminates my time spent navigating aisles and manually selecting each item.
Woolworths’ mobile app has become indispensable for my grocery shopping
I couldn’t believe how convenient it was. Woolworths truly solved my “I-want-to-buy moment”: I was ready to buy, but I have no idea what to eat & I don’t have time for manually choosing ingredients. And just like that, Woolworths connected me to exactly what I needed: meal inspiration, a ready-made grocery list, and a seamless buying experience that saved me time and energy. I was in and out of the store within minutes. The ingredients I needed for my dinner were ready and waiting for me – no hassle, no stress, just a quick, efficient solution that fit perfectly into my busy life.
This falls under the Product element of the Mobile Marketing Mix (5Ps), as it directly addresses my micro-moment problem with its product offerings. Woolworths recognized that I was in an “I-want-to-buy moment”: I was ready to make a purchase, but I needed something that would simplify the decision-making process. Woolworths’ Trending Recipes feature, combined with the automatic ingredients list and pickup option, was the perfect solution. By offering this streamlined product experience through the app, Woolworths made it incredibly easy for me to move from uncertainty to action, allowing me to efficiently plan, purchase, and prepare a meal without the usual hassle of searching through ingredients and recipes.
Woolworths is significantly USEFUL in my micro-moment because it is relevant to my needs and provides a direct connection to the answers I’m looking for. Woolworths’ mobile-app thoughtful solutions allow me to purchase exactly what I need quickly and efficiently. That’s why I keep buying Woolworths as a loyal customer.
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