The Little Moments That Matter: How Micro-Moments Are Redefining the Customer Journey

Google may have introduced the concept of micro-moments almost ten years ago, but year after year—as the connection to our mobile devices becomes more symbiotic—the relevancy of micro-moments continues to grow stronger. The idea is simple, but implementing the right strategies requires complex thinking around shopper behavior.

So—what exactly are micro-moments?

According to Google, micro-moments are intent-rich moments where consumers expect immediate and relevant solutions to their problems. 82% of consumers consult their phones while standing in a store deciding which product to buy. Micro-moments tend to occur when shoppers subconsciously turn to their phone to learn, do, discover, watch, or buy something. Today, they’re more than a trendy marketing tactic, they’re a proven way to impact decision making.

Like all humans, consumers can be complicated. They simultaneously want to avoid surprises and be delighted by them. By understanding when and where they want each, we can provide solutions that simplify and enhance their shopping journey.

Google originally defined micro-moments into four categories that address common shopper behavior both in and out of store. 

1. Know Moments

When someone is researching or discovering but is not ready to make a purchase yet. This is when people look for more information about a product or a solution that helps them solve their problem.

2. Go Moments 

When someone is looking for a local company or wants to buy something in a store nearby.

3. Buy Moments 

When someone is ready to make a purchase but needs help deciding what to buy or how to buy it. These moments can also occur when the person is already in a store where they want to buy something. 

4. Do Moments 

When someone needs help to complete a task or try something new. An example: someone searches for a how to-video while putting together a new closet or searches for which tools to use, while building that next DIY project. 

Understanding and implementing micro-moments can grow your mobile conversions 29% and make your business more relevant to your target audience. Whether it’s product reviews, education, or recommendations—The Jumpmind Commerce Team can help you dive into the mind of your shopper to better understand their expectations and offer highly relevant micro-moment strategies. Let’s Chat.