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IMPACT: International Journal of Research in Business Management (IMPACT: IJRBM) ISSN (P): 2347-4572; ISSN (E): 2321-886X Vol. 6, Issue 7, Jul 2018, 51-74 © Impact Journals

IMPACT OF MICRO MOMENTS ON FASHION RETAIL SHOPPER’S JOURNEY

Hasan Gilani1& Phoebe Twiss2

1Associate Professor/Senior Lecturer, University of Brighton, Eastbourne, England 2University of Brighton, Phoebe is a recent graduate from University of Brighton, Eastbourne, England

Received: 16 Mar 2018 Accepted: 27 Jul 2018 Published: 25 Aug 2018

ABSTRACT

The new age of mobile technology and consumer reliance on such devices has changed the dynamics of buying

behaviour of retail shoppers. Today’s consumer is fickle, savvy, yet very aware of technological advances that impact their

everyday lives. It is imperative that contemporary retail organisations tap on such opportunities where they can optimize

the use of technology by putting it to much use towards their branding and marketing strategies. This research paper

explores the literature on the subject of micro-moments and how it impacts on retail shopper’s journey. Several academic

contributions on the subject of m-commerce and its linkages to consumer buying behaviour have been reviewed and

discussed in detail. The thorough literature review on the subject clearly indicates opportunities and scope for further

research on the subject area.

KEYWORDS: Mobile Technology, Micro Moments, Retail Shopping, Consumer Journey

INTRODUCTION

The current consumer has an increasingly strong dependence on technology, which is now being incorporated into

almost every part of day-to-day life, including the shopping process, which is changing the retail landscape and consumer

buying behaviour (Carlyle, 2012; Zmuda, 2012; Voropanova, 2015; Anuja and Kumar, 2018). Recently, this phenomenon

of incorporating technology into buying and shopping processes, has been embraced by the fashion retail sector.

This transformation of shopping behaviour is due to many recent changes in shopping dynamics such as the new

innovations producing an online and offline shopping experience that is more integrated across channels of distribution, as

well as the influx of mobile technology in buying behaviour in providing visually sophisticated features such as a

high-resolution display (Groß, 2015; Anuja and Kumar, 2018). Due to the highly competitive nature of fashion retail,

boosted by the growing fast fashion environment, it is imperative that these companies compete on all levels by

incorporating mobile technology within their selling strategy (Liu et al., 2014). The embryonic trend for competing

through mobile devices is furthered by the statistics that in the UK two in three adults possess a Smartphone, often using it

to access the internet, especially by a younger age group (24-34) where 84% of individuals are exploring the online

websitesfacilitated through mobile phones (Keynote, 2015; Lee et al., 2016).

LITERATURE REVIEW - MICRO-MOMENTS

The term ‘micro-moments’ was coined by Google as an approach for marketers to capture the interest of those

customers turning to their smartphone for information searches (Morrison, 2016). Every action or ‘touchpoint’ that is

carried out on a mobile platform has the potential to turn into a micro-moment and motivate a desired result from the

52 Hasan Gilani & Phoebe Twiss

NAAS Rating: 3.09- Articles can be sent to [email protected]

consumer (Huang and Chen, 2016). It has been defined as a moment that can involve even just a brief look at a mobile

device, but at that moment, information is recognized and an instant decision or action is persuaded such as an impulse

purchase (Bernoff, 2014; Neff, 2016). This is furthered by the time-pressured feelings that consumers encounter when a

micro-moment is created, as the consumer is often multi-tasking when using mobile devices, therefore the urgency of

making a decision is increased (Ariely, 2016; Rau et al., 2014).

Academic literature on the subject area of micro-momentsis scarce but the topic of mobile commerce

(m-commerce) is more widely researched and can be related to the subject of micro-moments (Palka et al. 2009; Kim et al.

2009; Lai et al. 2012; Agrebiand Jallais, 2015; Groß, 2015; Holmes et al. 2015). However, mobile shopping (m-shopping)

in general is still a relatively new phenomenon and therefore under-researched, but one that is becoming progressively

popular (Spaid and Flint, 2014; Yang, 2012). The majority of research surrounding the topic has been focussed on the

acceptance, adoption and influences of m-shopping rather than the actual impact on consumer behaviour (Holmes et al.,

2013; Bruner and Kumar, 2005; Gao et al., 2015; Groß, 2015; Malik et al., 2013; Yang, 2012).

Branding and Marketing Communication through Mobile Technology

Smartphones act as portable tools, allowing consumers to carry out many different shopping tasks whilst on the

go, influencing each stage within the consumer decision-making process and having considerable consequences on the

marketing strategies of retailers (Gilani, 2011; Mooney and Johnsmeyer, 2015; Shankar et al., 2016). In the past, marketing

through mobile phones was carried out by using SMS messages, but SMS marketing is now believed to be an invasive way

of customer communication which negatively influences their opinions of the brand (Lee and June, 2007; Kim et a;. 2009).

The Smartphone however has changed this and enables marketers to market in innovative ways (Watson et al., 2013; Muk,

2007; Smutkupt et al., 2012). The portable nature of smart-phones mean that brands are able to influence customers all the

time, anytime of the day, and wherever they are. The broad features of the phones enable marketers to enrich the content of

communication through different approaches such as video or audio. By increasing brand image through mobile, customers

are also encouraged to shop at the retailer through other platforms, especially if the brand image is consistent (Nysveen et

al., 2005; Yang et al., 2014)

It is said that some marketers adopt a locational approach in creating a micro-moment, because they are now able

to exploit “Big Data” by having access to huge amounts of customer information through their virtual activities

(Holmes at el., 2013; Liu et al., 2014). It is also argued that if customers receive a personalised, location based notification

from a brand, it makes them feel special and it is probable they will then engage with the brand (Yang and Kim, 2012;

Gazley et al., 2015).

Consumer Trust in Mobile Devices

According to a report carried out by the Harvard Business Review, smart-phones are the most commonly used

device when searching for information such as comparing prices and looking for discounts on product prices

(Harvard Business Review, 2016). Spaid and Flint (2014) developed a framework for in-store mobile usage (Figure 1),

showing that the fundamental behaviours when encouraging feelings of security and empowerment were the consumer’s

shopping management and social management activities whilst linking to hedonic shopping in order to provoke emotion,

all contributing to purchase decision. Furthermore, trust, economic and product information were seen as external factors

but act as driving factors to influence the use of mobile in-store (Pescher et al. 2014).Conversely, when it came to

Impact of Micro Moments on Fashion Retail Shopper’s Journey 53


browsing websites and making a physical purchase of an item, using a smartphone came out as the lowest scoring device

(Harvard Business Review, 2016). Therefore, it is key that retailers have an efficient, attractive mobile website to support

brand image and consumer needs as mobile behaviour is dissimilar to other online behaviours due to the different features

of mobiles such as smaller screens and internet speed (Magrath and McCormick, 2013;

The personal attachment to mobile devices from consumers said to be a result of a means of easy communication

with others and a means of storing of memories like photos, impacts on regular use (Konok et al., 2016). This in turn,

supports the familiarity of using mobile devices and promotes trust in using them to shop online (Liu and Guo, 2017;

Aldás-Manzano et al., 2009). The convenience, ease of use and value perceptions gained from familiarity also influence

purchasing through mobiles (Teo et al., 2015; Oliveira et al., 2016). Wang et al., (2015) furthered this by stating that

despite the limitations of mobile platforms compared to a PC computer (e.g.screen size); they are suitable enough to

accomplish particular aims that do not need excessive searching or require thought processing such as items they have

previously or frequently bought.

There is intense competition within retailing on mobile as it is easy for consumers to get distracted and switch

between different retailer sites (Gilani, 2011; Gao et al., 2015; Lu and Yu-Jen Su, 2009). Ariely (2016) argues that

communicating simple, easily understandable messages is important when creating micro-moments in addition to

maintaining a strong brand image to convey positive product messages. Carter and Yeo (2016) furthered this idea by

stating that shopping through mobile devices was not only a mechanism to support consumption but also a method of

learning more about the brand.

Figure 1: Competitive Advantage Acquired through Mobile Technology (Source: Spaid and Flint, 2014)

This encourages brand familiarity and trust, whilst signifying the valuable competitive advantage and the

likelihood of a micro-moment being created due to a consumer not having to question the reliability of the company

(Gilani, 2011; Wu et al., 2016; Shang and Wu, 2017). This is particularly significant when using an online shopping device

such as mobile phone where impulse purchasing forms the majority of purchases due to the feeling of urgency which is

generated by not being completely focused on the activity due to the absence of being in a solely retail environment and

weakening self-control (Lo et al., 2016).



Impact of Micro-Moments on Customer Loyalty and Satisfaction

Building long-term relationships with customers have significant financial gains and reaching customers through

technology and mobiles are thought to be an effective, contemporary technique in building these relationships (Malthouse

and Shankar, 2009; Wang et al., 2015). The channels that are used for shopping purposes such as via a computer or visiting

a physical store have been extended due to the relatively novel use of mobile devices for online purchases (Verhoef et al.,

2014; Yang et al., 2014). It has also been hypothesized that providing customers with an additional choice in shopping

channels encourages a higher spend and support loyalty (Kumar and Venkatesan, 2005; Nysveen et al., 2005).

Mobile sites are said to act as a service for customers and provide information when a sales assistant is not on

hand, improving their shopping journey and providing a long-term service value as well as the short-term ease of purchase

value (Demirkan and Spohrer, 2014; Agrebi and Jallais, 2015). Wang et al., (2015) also showed that mobile shopping

supports consumer relationships with brands by developing a conceptual model (Figure 2), hypothesising and finding that

order rate and order size increases when a consumer begins to shop on mobile devices, especially when purchasing from a

familiar manufacturer or items that they have previously purchased, showing that these are key drivers in purchase

decision. This changing retail landscape is therefore, changing the demands and decision making processes of

contemporary consumer.

Figure 2: (Wang et al., 2015)

Technology Acceptance Model and Mobile Shopping

The Technology Acceptance Model (TAM) was first developed by Davis (1989). It suggests that the willingness

of adoption by consumers in the use of technology is determined by two key factors: perceived usefulness and perceived

ease. When relating mobile technology to retail, many academics (Aldás-Manzano et al., 2009; Bruner and Kumar, 2005;

Cyr et al., 2006; Malik et al., 2013, Pantano and Priporas, 2016; Shang and Wu, 2017, Kuoppamäki et al. 2017; Anuja and

Kumar, 2018) use this model to help indicate customer experience and the impact on satisfaction and loyalty that use of

mobile devices will have on them. An initial study relating TAM to mobile device acceptance by Bruner and Kumar,

(2005) established that the consumer’s perceived ease of use is a central factor of the perceived usefulness and motivates



customer behaviour in the actual use of mobile technology. In this study and one by Cyr et al., (2006), perceived ease of

use was particularly encouraged by entertainment value and ease of visual orientation of a mobile platform, increasing

positive attitudes of the brand and consumption through mobile devices (Figure 3). It has also been suggested that to

influence the use of a mobile shopping platform, retailers should target fashion trend-setters who are likely to adopt the

shopping method and persuade others to adopt, considering that word of mouth is a significant motivator of consumer

behaviour (Kim et al., 2009; Jai and Tung; 2015; San-Martin et al., 2016; Kuoppamäki et al., 2017).

Figure 3: The C-TAM (Consumer Technology Acceptance Model) (Bruner and Kumar, 2005)

Gaps in Literature and Scope for Future Research

Despite the significant impacts that micro-moments appear to have on the shopper journey, there is little extant

academic literature on the topic and further research should be undertaken (Larivière et al., 2013). Groß (2015) specifically

identifies in a literature review of mobile shopping that it is not clear how mobile shopping affects consumer behaviour so

there is a great need for further research to be undertaken. Gupta and Arora, (2017) who studied the adoption of mobile

shopping also recognized that further research should be undertaken on the impacts of behaviour when using the devices to

shop. Similarly, Anuja and Kumar, (2018) also evaluated the implications of using technology for grocery shopping by

consumers, and concluded that given the cultural diversity, there might be a slow inclination towards adoption and

acceptability of the use of mobile technology for retail shopping in certain technologically lagging societies, yet the trends

is increasing progressively. Therefore, this area needs further exploration to assess how consumer behaviour is being

influenced by their usage of mobile devices for retail shopping.

Furthermore, there is insufficient existing literature concerning mobile commerce in relation to fashion

businesses, regardless of the value that it could provide them (Kim et al., 2009; Magrath and McCormick, 2013). Holmes

et al., (2013) and Ono et al., (2012) both stated that it would be very advantageous to investigate the customer journey in

different product categories rather than in general, like existing research. As a new phenomenon that is likely to offer

fashion businesses the competitive advantage, these two aspects need to be researched and further analysis needs to be

made to determine what effects that creating micro-moments using mobile-technology has on consumer buying behaviour

in regards to fashion retail.



Furthermore, a more indepth research needs to be carried out on the changing buying behaviours of consumers

hailing from different demographic sectors such as age, gender, income and even location. The above literature review

clearly indicates towards a dynamic and significant change in retailer’s online and offline marketing and branding

strategies to provide consistent retail shopping experiences to their customers, which can be the subject of further research

agendas.

RESEARCH METHODOLOGY

Most of the academic literatureon mobile commerce and consumer behaviour uses quantitative methods (Alnawas

and Aburub, 2016; Bellman et al., 2011; Blázquez, 2014; Groß, 2015; Holmes et al., 2013; Kim et al., 2009; Liu et al.,

2014; Lu. and Yu-Jen Su, 2009; Malik et al., 2013; Shang and Wu, 2017; Wang et al., 2015).

However many that used a solely quantitative method stated that it had limitations as it did not provide a great

insight into the impacts on consumer behaviour which could be drawn from a qualitative approach, particularly when

regarding a newly explored topic (Alnawas and Aburub, 2016; Blázquez, 2014; Wang et al., 2015; Pantano and Priporas,

2016). In addition to this only key issues could be researched as no new ideas could be identified due to non-descriptive

results (Groß, 2015; Kim et al., 2009; Liu et al., 2014). Blázquez, (2014) specifically states that it would be useful to

undertake qualitative research in the area of online commerce and fashion to gain deeper insights into consumer behaviour,

to complement quantitative findings.

Therefore, a mixed methods approach was adopted for this research which complements the nature of critical

reality as the general themes of consumer behaviour can be identified through the qualitative method and the extent can be

identified through quantifying the behaviour of a high number of respondents (Zachariadis et al., 2013). A set of interviews

were carried out with subject experts from the corporate sector, which was then complimented with a quantitative survey

conducted with a data set. Semi-structured interviews were undertaken withtwo experts in this field in order to identify

further key themes of consumer behaviour when creating micro-moments. The two interviewees work in the retail section

of a large multinational firm’s Digital wing. The firm is a global leader in online and mobile strategies. Both participants

had a solid industry understanding of mobile consumer behaviour within retail, thus any further interviews are likely to

provide data saturation. The data was analysed by identifying themes through interviews and then complimenting them

with data from surveys that collected consumer behaviour perceptions about the subject topic.

To form the quantitative part of the research, self-administered, structured surveys were carried out designed from

the themes derived from the interviews and previous academic findings.A total of 96 surveys were carried out through

web-link for ease of access within the South East England region, taking a convenience sampling approach as this is where

the researcher is based. The sample provided a margin of error of 10% at a level of confidence of 95%. The consumer age

group examined was of 18-34 year-olds who had experience with mobile shopping. Although findings from the literature

review state thattwo in three adults aged 24-34 access the internet via mobile, the sample has been extended as millennials

are said to be another strong online consumer due to significant experience and familiarity of technology (Lockwood,

2013).



FINDINGS AND ANALYSIS

The key themes that were found will be presented in the discussion in the following sections:

Competitive Advantage

Participant 1 states that the retail environment has become more competitive due to mobile technologyas

customers are able to access the whole market; therefore, having a presence online is imperative for fashion retailers.

However, online purchasing has not yet taken over as, in the consumer surveys, shopping in a physical store was still the

most popular method.Participants deemed mobile apps as a significant mechanism for competitive advantage and affirming

that an app promotes brand visibility through maintaining a presence on a customer’s mobile home-screen and improves

experience through the provision of context relevant information. The open-ended question in the consumer surveys, used

to determine why consumers employed apps if not to purchase, also confirms this (table 1). The majority of those that

responded stated that they also used it as a mechanism to seek out new products and trends, showing that an app supports

information searching and brand learning, confirming it is an effective competitive advantage tool. However, two

respondents also stated that they saved items in their wish-lists for later, indicating that a purchase persuading micro-

moment is not always created through the app but rather promotes brand attitude through knowledge acquisition.

Table 1: Consumer Non-Purchase Usage of Apps as Found in the Surveys

Consumers Response 95 “To browse new products and to stop boredom” 86 “Browse new products and trends” 65 “To look at their new products and as a form of procrastination” 54 “To browse new products and get style inspiration” 50 “Product information and inspiration” 47 “To see what fashion experts have paired clothes similar to ones I own with” 43 “To compare products between different brands and to save items on a wish list for exa[mple]” 39 “Browsing if linking from an email opens the app directly” 17 “Trends” 14 “Browsing” 7 “Gain ideas/inspiration” 6 “To browse new collections”

4 “I use ASOS to browse, even if I'm not initially intending to purchase, I like to keep update with the app and see what they are offering, more likely than not I end up saving items to my 'saved' area or even purchasing.”

Participant 1 stated that incorporating entertainment onto mobile platforms was important for competitive

advantage by engaging the consumer and communicating product information. However, when looking at the results from

the consumers, product information and entertainment value werelow scoring attractive mobile site attributes (figure 4).



Figure 4: What are the Most Attractive Aspects of a Fashion Mobile Site to you?

This could be speculated for two reasons. Participant 2 affirms that over the past two years retailers have been

focussing on improving the usability and responsivity of their sites and that some have just recently begun focussing on

providing a better overall mobile experience that can now be facilitated due to the significant development of

smart-phones. This suggests that the less innovative retailers are still focussing on improving usabilitydue to the increasing

importance of it for competitive advantage and have not yet incorporated entertainment elementsinto their mobile

operations. The second reason could be that consumers do not actively search for an entertainment value from fashion

retailers on mobile but rather to gain information such as product or trend information. As stated by participant 1,

fashion retailers such as ASOS have begun to incorporate entertainment such as videos onto their product pages in order to

show customers how the product moves and fits an individual. Although customers may not be actively searching for

entertainment value when mobile shopping, they are subtly being provided it for the purpose of better information

communication, increasing competitive advantage through delivering a superior service experience.

Impact of Branding and Marketing on Mobile Shopping Behaviour

In the consumer surveys, a marketing or advertisement that was seen impacted 53% of consumers surveyed

(figure 5), suggesting general fashion advertisements(whether seen on mobile or not) only impacts around half ofthe

consumers, indicatingretailers need to engage these other consumers throughincorporatingdifferent strategies to promote

the brand.

Previously, SMS marketing messages were the fundamental method of mobile marketing; however, this was

found to be an invasive method, reducing brand attitude (Watson et al., 2013).



Figure 5: What are the Most Persuasive Aspects that Make you Purchase Fashion on Mobile Sites?

The personalization of content appears to be a more successful marketing technique for fashion retailers.

A very small percentage of customers stated that a retailer having information on them (such as location or personal

preferences)negatively impacted their willingness to purchase (figure 6). Therefore, for most customers this is an effective,

unobtrusive marketing technique by targeting customers with relevant information rather than treating them as having the

same needs as every other customer. This is supported by findings from the secondary research which suggests that the

personalised targeting of customers makes them feel special and is likely to support positive feelings towards the brand

(Yang and Kim, 2012; Gazley et al., 2015; Wang and Li, 2012).

Figure 6: What are Kind of Aspects Put You off Purchasing Fashion on Mobile Sites?

The more subtle marketing strategies that assist the customer experience and shopper journey appear to be those

that are most influential.As previously acknowledged, traditional mobile marketing techniques such as SMS and social

media that aggressively push products have an inadequate impact on mobile consumer behaviour (Watson et al., 2013).

Both research findings suggest that the overall experience provided to customers on mobile sites is a more effective way in

promoting brand image and creating a micro-moment(Sheng and Teo, 2012; Wang and Li, 2012; Musa et al., 2016).

Participant 2 explained that if a good experience is provided to a consumer, they are highly likely to complete their



shopping journey with a purchase. The questionnairesalso confirm this,through visual attractiveness and ease of use being

the two highest rated aspects of a fashion mobile site, which are both key aspects of contributing towards a consumer’s

experience and behaviour (Cai and Xu, 2011).

Participant 2 suggested thatincorporating apps into mobile strategiescan be a usefulmarketing tool for fashion

retailers through the high level of brand engagement,further adding to the customer experience by providing consumers

witha choice of purchase channels (Pantano and Priporas, 2016; Thakur, 2016). As consumers are directly opting into

engagement with solely that brand through an app and the retailer has sole control over content, it is clearlya valuable,

subtle marketing strategy(Bellman et al., 2011). Consumers in the surveys considered two of the most important factors of

app use were again visual attractiveness and ease of use, further highlighting of the influence of a smooth experience on

consumer behaviour.

Yang et al., (2014) outlined that brand image was affected by mobile when continuity in brand appearance was

shown. This could be in both a negative and positive way, as found in the primary research. The participants stated that if

an inconsistent experience is provided across different platforms, then a negative brand image is conjured up, even if the

retailer has an “amazing” brand like the luxury fashion brand Hermes, which was given as an example by participant1.This

belief was maintained in the consumer surveys as 15.6% stated that a lack of brand image continuity discouraged them

from using a mobile app.

Lack of brand continuity was also thought to have an impact on theperceived service competency of the brand.

This was supported by the consumer studies where many respondents confirmed that a negative experience on a brand’s

mobile site would dissuade them from purchasing from them again. This shows the detrimental effect that poor mobile

experiences can haveand indicates the importance of providing a satisfactory mobile experience to create a micro-moment,

support brand image and persuade willingness to purchase in the future.

Consumer Trust

Consumer trust can have also emerged to have a considerable effect on consumer behaviour and the likelihood of

use and purchase (Pappas, 2016). As outlined in the previous section,a negative brand experience can have serious negative

impacts on brand image and therefore brand trust. Brand trust appears to be a significant contributing factor to the

discouragement of mobile shopping, as in the consumer surveys previously purchasing from the brand (69.7%)

significantly outweighed previously purchased the product before (15.6%). This contrasts from findings from Wang et al.,

(2015) who suggests that it is product trust through habitual purchases that has more impact on mobile purchase decision.

However, product reviews were deemed to be one of the most persuasive elements of mobile shopping indicating that

incorporating objective customer reviews onto fashion mobile sites is an effective way to encourage the purchase of

creating a micro-moment (figure 6).

Brand experience was strongly linked to brand trust by participant 2 who stated “if you deliver a great mobile

experience then your consumer’s trust [the retailer]” . The importance of brand trust is furthered by linking the

likelihoodofconsuming from a brand previously purchased from and the unlikelihood of purchasing from an unknown

fashion retailer on mobile. The results also show that if they had a bad experience in general with a mobile site, they are

unlikely to be discouraged from using a mobile device to shop again (17.7%) but are unlikely to purchase from that

specific retailer again (58.3%)as the inconsistent experience has negative connotations on the whole retail operation and



service capabilities. This shows that consumers have trust and confidence in mobile shopping in general and will not be

discouraged from it completely despite a negative experience.

A further discouragement identified was that shoppers feel they are unable to see all the information available due

to the small screen size of a mobile device, impacting on m-shopping trust and willingness to purchase.As suggested by the

participants,customersare likely turning to a computer to make sure (even just psychologically) they have seen all the

appropriate information. A high proportion of customers (57.2%) also appear to believe that the screen size is a

disincentivefrom purchasing fashion despite the screen size of smartphones increasing, as acknowledged by participant 2.

Decision-Making

The second most commonly used device for shopping was through mobile. This is likely to be due to the

convenience and ease of return, deemed to be two highly persuasive elements of mobile shopping. To help assist the

decision of purchasing a high priced fashion product that includes higher cost risk and therefore higher decisional

involvement, it is essential that clear, accurate information is provided and is visible (Kim et al., 2015).

Some retailers have grasped that a key way of creating a micro-moment for purchase is to provide the consumer

with as much information as possible through varying methods like video. Participant 1 stated that retailers such as ASOS

have started incorporating videos onto their product pages to help fight the “barrier” of inability to see how the item fits

and moves when worn, which previously could only be done when seeing the item in person.

Figure 7: If you were purchasing a high priced fashion item, how likely are you to make it via mobile phone?

All of theparticipants agreed that information searches were a key element in mobile usage and assist decisions, as

customers compare prices and look for product information whilst in-store to decidewhere and whether to purchase. The

majority of customers in the surveys stated that they mostly or sometimes researched products whilst in a physical store

(figure 8) but that product information (12.9%) was not high on their list of reasons for mobile use, indicating that price is

a key influence in decision-making and outweighs the fundamentals of the product.



Figure 8: When Shopping in a Physical Fashion Store do You Research a Product on Your Mobile When Deciding Whether to Purchase?

Most of therespondents agreed that impulse shopping was something they only carried out sometimes on a

mobile. The majority also decided that they searched for information and sometimes purchased on a PC after they had seen

the product on mobile (figure 9)further highlighting that mobiles assist the decision-making process as well as enabling the

outcome of a decision such as a purchase. Participant 1 highlighted this by suggestingcustomers look to mobile to compare

rather than impulse purchase stating, “you wouldn’t be impulse shopping, but you’d be using your mobile to see where can

I get it cheaper”.

However, this is also a risk as if they are not near a computer at the time, the item is likely to be forgotten as the

searches made on computers result in a purchase more often than on a mobile (Jun and Park, 2016).

Figure 9: Do you ever See Something Online on Mobile and then Purchase Later on another Device? i.e. Tablet or PC



Impact of Micro-Moments on Customer Satisfaction and Loyalty

By personalizing different offers and promotions aimed at their particular buying patterns, the retailersare creating

significant micro-moments that have very positive impacts on customer satisfaction leading to customer loyalty (Wang and

Li, 2012).Participant 1states that the contemporary customer is time-poor and will not endlessly browse products; with

answers being given to them effectively, satisfaction is also promoted.

Participant 1 alsostated that micro-moments can be created through the aftersales service provided by the fashion

retailer, such as the refund process, whichimpacts on customer satisfaction and the likelihood of a repurchase as they don’t

have to think twice about the retailer’s reliability (Wu et al., 2016). Both participant 1 and 2 state that only brand loyal

customers use mobile applications to purchase fashion products.

Participant 2 also affirmed that those who use apps spend more money, highlighting their trust and loyalty to the

brand. As suggested by Wang et al., (2015) order rate and order size increases when shopping on mobile, particularly when

purchasing from a familiar brand. This was alsoshown in the consumer surveys as purchasing from a familiar brand was a

key motivator and a key dissuader of shopping at a retailer was having a bad previous experience (figure 6; figure 10). As

previously explored, micro-moments are strongly related to experience provision and creating effective micro-moments

through customer experience and a smooth shopper journeystrongly links to repurchase, positively influencing customer

satisfaction and consequently, loyalty.

As well as enabling purchases, mobiles were also found to be used to compare prices from different retailers,

using it as a complementary mechanism for shopping. Half of the consumers in the surveys were found to compare prices

on mobile most of the time (figure 10). However, the opportunity to gain a discount was deemed to be one of the most

persuasive motives in using a mobile to purchase fashion. A micro-moment and customer satisfaction is therefore likely to

happen through price offers. Despite this, fashion retailers are unlikely to create loyal customers solely through discount

opportunities as they will switch to a different retailer if a cheaper alternative is offered (Jing and Wen, 2008).

As explored by Nunes et al., (2013) there are varying levels of loyalty,equally confirmed by participant 2 who

explained that some customers are loyal up to a point.She considers that if a customer knows a particular fashion retailer

will have what they want as they are a regular, loyal customer, then they will purchase through an app as there is no need

to compare; however, if they are unsure of what to purchase, they are likely to compare different styles from different

retailers online. Despite this, the value of creating satisfied, loyal fashion consumers through micro-moments is clear even

if they are not loyal in every purchase intention carried out.



Figure 10: Do you Compare the Prices of Different Fashion Products on Different Fashion Sites when Deciding Where to Purchase From?

CONCLUSION AND CONCEPTUAL FRAMEWORK

The overall aim of this study was to explore the impact that creating micro-moments using mobile technology

within fashion retail has on the shopper journey and consumer buying behaviour. Micro-moments have been found to

incorporate two types of behaviour; 1) purchase intention through various persuasive strategies and 2) information

searching which boosts brand perception and attitude, contributing to the likelihood of a future purchase.

Purchase Intention

The literature review and data analysis indicate that mobile technology incorporates different innovative

marketing strategies such as the effective use of social media and personalised advertisements that significantly contributes

towards the brand attitude and brand experience of the customer. On the contrary, the consumer surveys did not highlight

thetraditional mobile marketing techniques such as the use of social media as a motivating source for consumer buying

behaviour. The less obtrusive marketing strategies such as the personalisation of content provided to customers were

suggested to be a more effective micro-moment creating strategy. Additionally, subtle strategies like providing a superior

customer experience through aspects such as usability and attractiveness, were found to be a significantly effective way to

motivate fashion consumer behaviour through micro-moments (Yang et al., 2014;Blázquez, 2014; Magrath and

McCormick, 2013; Nilashi et al., 2015; Li and Yeh, 2010). This supports the previous academic literature which suggested

that fashion marketing communications through visual images were key (Fowler et al., 2014).

Other strategies used to engage consumers, such as incorporating product reviews and discount opportunities,

were additionally found to boost perceived customer service value and customer satisfaction, encouraging a repurchase,

brand familiarity and the likelihood of loyalty (Wang and Li, 2012; Larivière et al., 2013; Shang and Wu, 2017).

Brand familiarity was shown in the surveys to be the most persuasive element of m-shopping whereas an unknown retailer

was the most dissuasive. This further highlights the impact that effective micro-moments have on the likelihood of

purchase.

In both primary and secondary research apps were found to be a useful mechanism of competitive advantage for

fashion retailers due to the sole control over content and considered a to be a key indicator of loyalty and encourage a

higher spend from consumers (Alnawas and Aburub, 2016; Bellman et al., 2011; Watson et al., 2013; Kim et al., 2013).



Information Searching

The use of mobile devices as an information searching, decision-making tool is beneficial for both theretailer and

particularly the customer. Customers are now thought to be time-poor so by offering them instant, convenient answers,

their shopper journey is again speeded up, saving them time which also supports customer service perception through

product and brand learning. As affirmed by Shankar et al., (2010)another benefit for the customer is that mobiles enable

them to information search conveniently whilst they are on the go, giving them answers when they need them, making

their day more time-productive. Both these benefits encourage brand satisfaction and loyalty through the ease of

information attainment (Yang and Kim, 2012).Information searching is strongly linked to the perception building aspect of

micro-moments but can develop into the decision to purchase. Impulse, high priced and habitual purchases were not shown

to be significantly undertaken on mobile and it is unclear what types of purchases are mostly undertaken on mobile by

consumers, suggesting that mobile consumer behaviour is highly individualistic and cannot be generalised. This could also

suggest that despite mobile being the second most popular method of purchase it is mostly used as a decision-making tool

and only as a method of purchase for convenience purpose.Gupta and Arora (2017) found that in addition to convenience,

choice and money-saving were two further benefits to consumers using mobiles to shop. Customers are given choice about

where to purchase through the instant ability to access all retailers on a mobile site, which additionally provides them with

the opportunity to gain a discount by finding a cheaper alternative. Discount opportunities were found in the consumer

surveys as a key persuader of using mobile sites, highlighting it further as a significant benefit.

Conceptual Framework

Given the data analysis and detailed discussion, a conceptual framework model has been developed. The

conceptual model is based on a summary of the keyfindingsidentified in the research which show the shopping journey that

a fashion consumer is likely to take due to micro-moments and the key drivers in creating these micro-moments to

persuade the journey. It can also act as a recommendation tool for fashion retailers to understand the behaviour of

consumers in mobile shopping and the fundamental drivers.



Figure 11: The Two Micro-Moment Shopping Journeys

RECOMMENDATIONS

• As shown in the conceptual model, the key drivers of motivating consumer behaviour through micro-moments are

product reviews, discount opportunities, ease of use, visual attractiveness, after-sales and customer service. This

shows that fashion retailers should focus on incorporating these onto their mobile sites as they significantly

impact on the experience and smoothness of the customer journey.

• The brand learning aspect of the information search journey has been shown to lead to consumer willingness to

purchase. Fashion retailers need to turn the brand learning into a purchase intention. The product learning of the

information search micro-moment journey is shown as more likely to result in a purchase. Providing web-links

from the brand information pages to the product pages could therefore engage the consumer to product learn and

end in a purchase.

• The purchase intention micro-moment journey is shown to not only result in a purchase but in brand loyalty. This

is clearly the more beneficial micro-moment journey of the two for the retailer because, as stated in the

conclusion, a loyal customer is unlikely to compare prices of the product they intend to purchase and will go

directly to their trusted retailer. As shown in the framework, this is because of brand familiarity due to the

provision of a positive experience meaning a repurchase, brand loyalty and customer retention is likely.



RESEARCH LIMITATIONS AND SCOPE FOR FUTURE RESEARCH:

This research was based on South England region, hence other regions within the UK or globally may provide

different results to the South East region of England. This is because the shopping habits and use of technological devices

are likely to differ, somewhat owing to the different levels of societal development. A comparison between the differing

behaviours of these areas could also be examined.

The 18-34 age group studied is likely to supply very different results to an older consumer who may not be as

technologically literate and comfortable with mobile shopping. More age groups could be investigated to offer a general or

as comfortable comparative insight into the behaviour of consumers whencreating micro-moments in fashionretail.

This piece of research was based on the fashion industry. Therefore, there is potential to look at consumer

behaviour in other sectors as behaviour is likely to vary due to different product characteristics,involving different

decisional processes and shopping journeys.

CONCLUSIONS

The overall aim of this paper was to explore the impact that creating micro-moments using mobile technology

within fashion retail has on the shopper journey and consumer buying behaviour. The research analysis concludes with

identifying a conceptual framework model that depicts the micro moment journey of a fashion shopper in making decisions

of shopping behaviour. Micro-moments have been found to incorporate two types of behaviour: purchase intention through

various persuasive strategies and information searching which boosts brand perception and attitude, contributing to the

likelihood of a future purchase. The conceptual framework model has the potential to be tested through scrutinising the

incorporated variables and by regressing latent variables to evaluate the effectiveness of the model.

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