Up to 86 percent of shoppers now utilize mobile while shopping in stores, according to a report from InReality, one of retail’s largest digital marketing firms. It’s easy to see why—when shoppers have questions about a product or want to compare prices, their smartphones are much more readily available (and knowledgable) than the average sales associate.
Want to check out the specs on a new consumer electronic, find the best deals on groceries or finally figure out which department store carries MAC cosmetics? A quick Google search can help you out. Rather than asking an in-store sales associate, third party reviews tend to hold more weight in consumers’ eyes. And rather than going to a particular store’s website or using an app, 82 percent of shoppers prefer search engines.
If a store is out of a product or a specific size, shoppers may turn to their smartphones to make purchases. In fact, 25 percent of shoppers will make a purchase on their phones while in-store.
Mobile phones are a great resource for consumers. But what about retailers? The switch to mobile isn’t all bad for brick-and-mortar retailers—in-store shoppers who use their phones spend an average of 25 to 50 percent more than those who do not use their phones.
Digital marketing firms recommend that retailers make their websites more mobile-friendly and make product information and customer reviews more readily available. It’s a chance for stores to utilize digital marketing firms and up their SEO strategies for mobile—and turn more in-store purchases into online ones. Stores can also offer price-matching to keep customers from going over to the competition.
Brick-and-mortar shopping malls haven’t gone the way of the dinosaur just yet, but retailers need to step up their mobile game if they want to keep up with demand. If retailers can manage to seamlessly integrate the in-store and online shopping space, a better consumer experience and increased brand loyalty will surely follow.
