Mobile & the new purchase funnel dynamics.
Amsterdam has become a world capital for denim with high street and high couture brands finding their home here. The city is well represented by and linear purchase journey. Disrupting and interrupting to the traditional view as this may be, it’s also providing exciting new opportunities for brands to engage consumers.
One example of mobile getting it right is L’Oréal adopting GumGum’s image recognition technology to pick up on the hair colours of consumers in photos to promote its Ombre hair color campaign. Great for relevance and deeper levels of engagement potential. L’Oréal has long been an innovator in harnessing mobile apps to enhance the purchase funnel. Just think about My L’Oréal Colour App to ‘scan a colour and find a colour’, helping women get the exact hair colour reference they’re after.
To find out more about our purchase journey and touch points analysis tools, contact Nimrod.