Connecting with consumers through mobile

Our mobile devices are becoming even more indispensible than ever before. And, consumers are using them in ways that were the realm of science-fiction not that long ago.

According to our AskingCanadians research, 25 per cent of smartphone owners in Canada surf the Internet on their mobile phone, virtually everyone with a smartphone or tablet uses it while watching television and 40 per cent use the camera on their smartphone to take pictures while shopping.

I am hopelessly attached to my smartphone and tablet. They are almost always with me. I take them with me when I travel – usually pre-loaded with books or video – and at home, I reach for my tablet rather than booting up the home PC to hop onto the Internet. I love the mobility. I can use either of them at any time, and in any place.

So what does this new consumer behaviour mean for brands? It’s now apparent that creating content that can simply be viewed on these devices isn’t sufficient. Understanding how consumers use mobile devices and creating an experience that allows consumers to interact with your brand at the touchpoints that are important to them is critical.

Take Starbucks for example. They’ve created an app that allows consumers to reload their cards, view their transaction history, locate a store etc. But they’ve gone even further – the app allows a consumer to pay for purchases using the smartphone that he/she is almost always carrying. They’ve created an experience that allows a consumer to interact with their brand, and they’re at the forefront of changing consumer behavior as we learn to pay for our purchases using our phones rather than the contents in our wallets.

At, Delvinia we’ve been working with numerous clients in recent months to help them adapt to this new customer journey by helping them devise digital strategies that take full advantage of the behaviours of their consumers. With our Customer Experience Mapping program, we help companies envision how their brands and their consumers could interact with each other in a meaningful way.

This means understanding that each customer journey has several touch points – and each of these interactions has to meaningful and relevant for the customer.  And it means making small adjustments in the customer journey which have the potential for significant impact.