Reference :  Magrath V., McCormick H. (2013) « Marketing design elements of mobile fashion retail apps » in Journal of Fashion Marketing and Management, Vol. 17, n°1 pp. 115-134.

Idée dominante : Pour les acteurs du secteur de la mode, le passage au commerce sur des appareils mobile doit prendre en compte un certain nombre d’éléments marketing et visuels.

Résumé :

Le m-commerce permet aux consommateurs de faire leurs achats par le biais de leur appareil mobile. L’application mobile (qui est un des trois canaux mobiles avec le site mobile et l’application web) pour des commerçants va donc devoir être modélisée de façon à ce que le parcours et l’achat sur un appareil mobile soient pratiques et faciles d’utilisation.

Pour cela et sur le secteur particulier des magasins de mode, différents éléments marketing et visuels doivent être pris en compte : la visualisation multimédia des produits, les contenus informatifs, les promotions et les interactions.

1)La visualisation multimédia des produits donne au consommateur une expérience interactive et sensorielle et améliore la découverte des produits.
On distingue 3 types de visualisations : les vidéos, les graphismes (logo, images ou photos) en accord avec les stratégies de marques, et les technologies d’image interactives (3D, zoom).

2)Les contenus informatifs sont tous les textes ayant pour but d’informer le client et son particulièrement important sur des supports mobiles pour diminuer les risques perçus. Ils se divisent en 5 types : les informations pratiques sur les produits, les informations sur les services associés, les informations sur les tendances, les conseils et les média sociaux. Les promotions qui ont été identifiées comme appropriées pour les applications mobiles sont : les bons de réductions, les récompenses, les remises, les jeux concours et les promotions par les médias sociaux.

3) Enfin les interactions permettant un échange plus pertinent entre les entreprises et le consommateur final. On en distingue également trois types : la personnalisation (en terme de recommandations et d’informations), la customisation (le consommateur peut mettre en place ses propres paramètres) et la réalité augmentée.

Notes d’intérêt : L’intérêt de cette recherche et qu’elle met en avant les aspects à prendre en considération dans la mise en place d’une application ayant pour but la commercialisation de produits. Sa limite est qu’elle n’a pas encore été testée à grande échelle et qu’elle se repose sur les probables similarités entre le mobile et le online.

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