Make the festive shopping

journey frictionless for your consumer

The Learning Friction in Learning Friction Factors
the shopping journey
Experience Information Relevance
Friction Friction Friction

Having to Lack of Lack of better deals

‘Learning’ friction decreases the register and communication and offers
chance of a consumer to discover a fill forms in local
brand or pique their interest in its languages Omnichannel
products, services and offerings. Long Video experience not
Ad load times Too much or offered
too little
Consumers primarily face hassles Information
with user experience, Learn about
communication and relevance in brand/product
the learning stage of the shopping
journey. Limited
knowledge of
Explore
sales staff

Source: InMobi Festive Season Consumer Survey, India, 2019

Mobile In-store Both
Q. What are the biggest issues you face while
Buy
learning/discovering about products on mobile for the
festive season?
The Exploring Friction in Exploring Friction Factors
the shopping journey
Information Experience Relevance
Friction Friction Friction

Not enough Multiple steps for Irrelevant

‘Exploring’ friction decreases the reviews/ratings discovering product offers/
chances of consumers interacting, products on suggestions
engaging and investing their time website or in-app
with a brand.
Lack of trialability
Consumers primarily face hassles Not mobile optimised
with the user experience, acquiring Learn
information and relevance of offers
in the exploring stage of the
shopping journey.

Explore

Mobile In-store Both

Source: InMobi Festive Season Consumer Survey, India, 2019
Q. What are the biggest issues you face while researching for Buy
festive season shopping on your mobile?
 The Buying Friction in Buying Friction Factors
the shopping journey
Information Experience Payment
Friction Friction Friction

Actual product Multiple steps Transaction delay/

‘Buying’ friction decreases the differs from for completing failure
chances of consumers completing online display purchase
the purchase and increases the Limited payment
tendency of dropping off. Product/stock Checkout not options
unavailability mobile optimised
Consumers primarily face hassles Limited/no Poor after-sales
with the user experience, Learn discounts to service (delivery,
payments and relevance of offers encourage installation etc.)
in the exploring stage of the purchase
shopping journey. Long waiting time
at queues
Explore

Mobile In-store Both

Source: InMobi Festive Season Consumer Survey, India, 2019
Q. What are the biggest issues you face purchasing for the Buy
festive season on mobile?
 A frictionless consumer experience is paramount
83% of consumers globally say they will immediately switch to a new brand if they have had a bad experience1. 75% consumers expect a consistent
brand experience wherever they engage2 (e.g. website, social media, mobile, in person). Brands need to eliminate the various frictions - information,
experience, relevance and payment related, to maximize their chances of winning the connected Indian consumer.

Building a Frictionless Consumer Experience

Omnichannel Mobile-first Personalized

Experience Thinking Communication

Brands should be able to provide a seamless
experience across their web stores, apps and
offline stores. A frictionless omnichannel
experience can be provided by ensuring easy
checkout on mobile or in-store, minimising steps
for learning and exploration, providing enough
payment options, doing away with registration/
form fills, providing enough ratings and user/
product reviews.
A frictionless experience needs mobile-first
thinking. Brands need to ensure that they optimize
for mobile, build mobile-first video or interactive
ads and partner with the right technology
platforms.
Brands must deliver personalized communication
through precise targeting with the right offers,
relevant recommendations, and vernacular
communication. Timing of such communication is
critical - dynamic messaging depending on which
phase the consumer could be in must be
accounted for.

1Kantar BrandZ Report 2Salesforce

 • Clothing and apparels
• Jewellery

Vertical wise • Home appliances

friction points • Gadgets

• Food & groceries

• Gift packs
 SUMMARY Learning stage Exploration stage Buying stage
friction points friction points friction points

Apparel
consumers look Register & fill Can’t see, Too many steps
to trustworthy forms touch, try items to purchase
platforms for
discovery online
and options to Less information Multiple steps Actual item
try & buy available to discover differs from one
on display
 LEARN

Mobile users find it burdensome to register and fill Buyers find it inconvenient to
forms . Moreover the lack of product information shop in-store and wants better
available causes uncertainty amongst buyers. offers

Register and fill forms 44%

Anytime, Anything, Anywhere
47%
shopping not available

Less information available 33%

Lack of better offers 42%

Long loading time for ads 27%

The sales people have limited
36%
knowledge

Irrelevant product suggestions 28%

Register and fill forms 22%

Lack of communication in local

17%
language
 EXPLORE

Buyers hate to visit multiple stores while

Mobile users want to try the apparels shopping offline

Can't see, touch, try items 49% Need to visit multiple stores to
49%
find the right product

Multiple steps to discover

25% Lack of options of same
product 40%
category product

Insufficient reviews 23% Price comparison across

38%
products not possible

Lack of relevant product

16%
suggestions Lower discounts 36%

Comparing items difficult 15% Not enough reviews to

25%
encourage purchase

0% 10% 20% 30% 40% 50% 60%

0% 10% 20% 30% 40% 50% 60%
 BUY

Users want to avoid multiple steps while online Offline buyers wants to avoid waiting in long
purchase queues and wants higher product availability

Too many steps to complete

42%
purchase Long waiting time in queues 49%

Actual item differs from one on

33%
display Limited payment options 29%

Transaction delay/failure 20%

Product stock unavailability 43%

Not sure how mobile shopping

13%
works Poor after sale service 21%

Checkout not mobile optimised 14% Poor product demonstration by

19%
sales

0% 10% 20% 30% 40% 50%

0% 10% 20% 30% 40% 50% 60%
 • Clothing and apparels

• Jewellery
Vertical wise • Home appliances
friction points • Gadgets

• Food & groceries

• Gift packs
 SUMMARY Learning stage Exploration stage Buying stage
friction points friction points friction points

Jewelry buyers
look for more Register & fill Can’t see, Too many steps
information, forms touch, try items to purchase
feedback, better
price
comparisons & Lack of better Multiple stores to Unavailability of
lower discounts offers discover right stock & difference
product in actual item
 LEARN
Mobile users find it burdensome to register and Offline buyers wants more offers on jewellery
fill forms . Moreover the lack of product
information available causes uncertainty
amongst buyers.

Register and fill forms 47%

Anytime, Anything, Anywhere
47%
shopping not available

Less information available 30%

Lack of better offers 54%

Long loading time for ads 28%

The sales people have limited
46%
knowledge

Irrelevant product suggestions 28%

Register and fill forms 33%

Lack of communication in local

18%
language 0% 10% 20% 30% 40% 50% 60%

0% 10% 20% 30% 40% 50%

 EXPLORE

Buyers hate to visit multiple stores while

Mobile users want to try the jewellery shopping for jewellery offline

Can't see, touch, try items 38% Need to visit multiple stores to
50%
find the right product

Multiple steps to discover

31% Lack of options of same
product 42%
category product

Insufficient reviews 28% Price comparison across

40%
products not possible

Lack of relevant product

16%
suggestions Lower discounts 38%

Comparing items difficult 21% Not enough reviews to

31%
encourage purchase

0% 5% 10% 15% 20% 25% 30% 35% 40%

0% 10% 20% 30% 40% 50% 60%
 BUY

Users want to avoid multiple steps while Offline buyers often complains of lack of
purchasing jewellery online product availability

Too many steps to complete

42%
purchase Long waiting time in queues 41%

Actual item differs from one on

29%
display Limited payment options 32%

Transaction delay/failure 21%

Product stock unavailability 45%

Not sure how mobile shopping

19%
works Poor after sale service 26%

Checkout not mobile optimised 17% Poor product demonstration by

20%
sales

0% 10% 20% 30% 40% 50%

0% 10% 20% 30% 40% 50%
 • Clothing and apparels

• Jewellery

Vertical wise • Home appliances

friction points • Gadgets

• Food & groceries

• Gift packs
 SUMMARY Learning stage Exploration stage Buying stage
friction points friction points friction points

Buyer are looking

for more Register & fill Can’t see, Too many steps
information and forms touch, try items to purchase
purchase at one
go with option to
try & buy Limited sales Multiple stores to Long waiting
people knowledge discover right times
product
 LEARN
Mobile users find it burdensome to register and Offline buyers wants sales officials with more
fill forms . Moreover the long buffering time for knowledge
video ads annoys the user.

Register and fill forms 43%

Anytime, Anything, Anywhere
55%
shopping not available

Less information available 34%

Lack of better offers 45%

Long loading time for ads 35%

The sales people have limited
65%
knowledge

Irrelevant product suggestions 31%

Register and fill forms 25%

Lack of communication in local

24%
language 0% 10% 20% 30% 40% 50% 60% 70%

0% 10% 20% 30% 40% 50%

 EXPLORE

Mobile users want to try the apparels while Buyers hate to visit multiple stores while
avoiding multiple steps to discover the shopping offline. They want more options at a
appliances single marketplace

Can't see, touch, try items 32% Need to visit multiple stores to
52%
find the right product

Multiple steps to discover

32% Lack of options of same
product 50%
category product

Insufficient reviews 30% Price comparison across

42%
products not possible

Lack of relevant product

25%
suggestions Lower discounts 44%

Comparing items difficult 24% Not enough reviews to

26%
encourage purchase

0% 5% 10% 15% 20% 25% 30% 35%

0% 10% 20% 30% 40% 50% 60%
 BUY

Users want to avoid multiple steps while online Offline buyers wants to avoid waiting in long
purchase. They also feel that actual product differs queues and also want more product stock
from the one on display availability

Too many steps to complete

37%
purchase Long waiting time in queues 40%

Actual item differs from one on

36%
display Limited payment options 31%

Transaction delay/failure 23%

Product stock unavailability 36%

Not sure how mobile shopping

17%
works Poor after sale service 28%

Checkout not mobile optimised 17% Poor product demonstration by

22%
sales

0% 5% 10% 15% 20% 25% 30% 35% 40%

0% 10% 20% 30% 40% 50%
 • Clothing and apparels

• Jewellery

Vertical wise • Home appliances

friction points • Gadgets

• Food & groceries

• Gift packs
 SUMMARY Learning stage Exploration stage Buying stage
friction points friction points friction points

Buyers look for as

much information Less information Can’t see, Actual items differ
as possible and available touch, try items from display
look to buy at one
go from
trustworthy Long loading time Multiple stores to Unavailability of
sources for ads discover right stock
product
 LEARN
Mobile users wants more information on the Buyers find it inconvenient to shop in-store
gadgets and avoid long buffering time for video and wants better offers
ads

Register and fill forms 36%

Anytime, Anything, Anywhere
54%
shopping not available

Less information available 42%

Lack of better offers 50%

Long loading time for ads 41%

The sales people have limited
29%
knowledge

Irrelevant product suggestions 33%

Register and fill forms 25%

Lack of communication in local

18%
language 0% 10% 20% 30% 40% 50% 60%

0% 10% 20% 30% 40% 50%

 EXPLORE

Buyers hate to visit multiple stores while

Mobile users want to try the gadgets before buying
shopping offline and wants more options

Can't see, touch, try items 47% Need to visit multiple stores to
56%
find the right product

Multiple steps to discover

28% Lack of options of same
product 44%
category product

Insufficient reviews 29% Price comparison across

40%
products not possible

Lack of relevant product

24%
suggestions Lower discounts 39%

Comparing items difficult 24% Not enough reviews to

28%
encourage purchase

0% 10% 20% 30% 40% 50%

0% 10% 20% 30% 40% 50% 60%
 BUY

Mobile users feels deceived due to delivery of a Offline buyers wants to avoid waiting in long
product different from that on display queues and wants more product availability

Too many steps to complete

33%
purchase Long waiting time in queues 43%

Actual item differs from one on

38%
display Limited payment options 30%

Transaction delay/failure 22%

Product stock unavailability 41%

Not sure how mobile shopping

20%
works Poor after sale service 26%

Checkout not mobile optimised 17% Poor product demonstration by

22%
sales

0% 5% 10% 15% 20% 25% 30% 35% 40%

0% 10% 20% 30% 40% 50%
 • Clothing and apparels

• Jewellery

Vertical wise • Home appliances

friction points • Gadgets

• Food & groceries

• Gift packs
 SUMMARY Learning stage Exploration stage Buying stage
friction points friction points friction points

Anytime
everywhere Register & fill Can’t see, Too many steps to
shopping with forms touch, try items complete purchase
availability of
options & lower
discounts Anytime shopping Lack of options & Unavailability of
important not available lower discounts stock
 LEARN
Mobile users find it burdensome to register and Buyers find it inconvenient to shop groceries
fill forms for groceries in-store. They want better offers on them

Register and fill forms 40%

Anytime, Anything, Anywhere
54%
shopping not available

Less information available 35%

Lack of better offers 50%

Long loading time for ads 33%

The sales people have limited
44%
knowledge

Irrelevant product suggestions 32%

Register and fill forms 31%

Lack of communication in local
22%
language 0% 10% 20% 30% 40% 50% 60%

0% 10% 20% 30% 40% 50%

 EXPLORE

Buyers hate to visit multiple stores while

Mobile users wants to handpick the groceries shopping offline and want more options with
higher discounts

Can't see, touch, try items 37% Need to visit multiple stores to
56%
find the right product

Multiple steps to discover

30% Lack of options of same
product 52%
category product

Insufficient reviews 28% Price comparison across

45%
products not possible

Lack of relevant product

23%
suggestions Lower discounts 48%

Comparing items difficult 22% Not enough reviews to

42%
encourage purchase

0% 5% 10% 15% 20% 25% 30% 35% 40%

0% 10% 20% 30% 40% 50% 60%
 BUY

Users want to avoid multiple steps while Offline buyers wants more product availability
purchasing groceries online and avoid waiting in long queues to purchase
groceries

Too many steps to complete

42%
purchase Long waiting time in queues 40%

Actual item differs from one on

29%
display Limited payment options 35%

Transaction delay/failure 25%

Product stock unavailability 42%

Not sure how mobile shopping

17%
works Poor after sale service 32%

Checkout not mobile optimised 22% Poor product demonstration by

26%
sales

0% 10% 20% 30% 40% 50%

0% 10% 20% 30% 40% 50%
 • Clothing and apparels

• Jewellery

Vertical wise • Home appliances

friction points • Gadgets

• Food & groceries

• Gift packs
 SUMMARY Learning stage Exploration stage Buying stage
friction points friction points friction points

Buyer looks to
compare all Long loading Can’t see, Actual item differs
potential options time for ads touch, try items from one on display
and evaluate
information to buy
from trustworthy Lack of better Price comparison Unavailability of
sources offers across products stock
not available
 LEARN
Mobile users wants to avoid loading time of
Buyers find it inconvenient to shop gifts in-store
video ads while purchasing gift items

Register and fill forms 37%

Anytime, Anything, Anywhere
65%
shopping not available

Less information available 37%

Lack of better offers 55%

Long loading time for ads 45%

The sales people have limited
40%
knowledge

Irrelevant product suggestions 34%

Register and fill forms 25%

Lack of communication in local
26%
language 0% 10% 20% 30% 40% 50% 60% 70%

0% 10% 20% 30% 40% 50%

 EXPLORE

Buyers hate to visit multiple stores while

Mobile users feels the need to physically
shopping offline. Users want more options and
select the items
compare their prices

Can't see, touch, try items 48% Need to visit multiple stores to
49%
find the right product

Multiple steps to discover

27% Lack of options of same
product 49%
category product

Insufficient reviews 28% Price comparison across

49%
products not possible

Lack of relevant product

23%
suggestions Lower discounts 40%

Comparing items difficult 29% Not enough reviews to

42%
encourage purchase

0% 10% 20% 30% 40% 50% 60%

0% 10% 20% 30% 40% 50% 60%
 BUY

Mobile users feels deceived due to delivery of a Offline buyers wants to avoid waiting in long
product different from that on display queues and wants higher product availability

Too many steps to complete

34%
purchase Long waiting time in queues 40%

Actual item differs from one on

37%
display Limited payment options 24%

Transaction delay/failure 23%

Product stock unavailability 43%

Not sure how mobile shopping

19%
works Poor after sale service 33%

Checkout not mobile optimised 17% Poor product demonstration by

25%
sales

0% 5% 10% 15% 20% 25% 30% 35% 40%

0% 10% 20% 30% 40% 50%
Thank you