Holiday Shopping: A Wise Woman Saves With Mobile “Weapon”

By Fatima D. Lora, Assistant Editor

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It’s not even December and I have already planned my holiday shopping list. Actually, I purchased a few items this past summer! For me, if the price is right on a gift or an item for myself, I will buy it — just after asking myself, “Do you really need to spend money on this?”

My mobile devices — either my iPad or iPhone — is my best weapon. Prior to setting foot into a store, I am knowledgeable about the product and the stores that carry it. Because I’m big on peer reviews, I also text friends while in the store for their personal opinions and possible alternatives.

Armed with mobile apps such as foursquare and shopkick, I am notified of nearby stores that have products of interest to me. These apps really help me save at the point of sale, and offer rewards the more I engage with them..  They and others like them, along with retailer promotions and good service, bring me into a store and keep me there, and make me feel less hesitant about parting with my money.

“It’s up to retailers to make consumers feel good about spending, help poke them out of their hazards, and make their way to the stores,” Pam Goodfellow, Consumer Insights Director for BIGInsight told Retail TouchPoints. “Regardless of what happens… consumers are still going to shop this holiday. However, based on the economy and employment rates, consumers may spend a little less. It’s really up to retailers to help consumers by rolling out promotions and provide great customer service that may help the add-ons. So, instead of just purchasing a sweater, the consumer might also walk out with a scarf set.”

Showrooming Becomes A Norm
Showrooming, a popular trend among us new-age consumers, is something that actually can benefit retailers. The fact is that “showrooming is not going away any time soon,” explained Brian Kinsella, Senior Director of Product Management for Manhattan Associates in a recent Executive ViewPoints segment. “It will continue to grow. How retailers prosper, or survive, in this new retail landscape will depend upon how they respond to their customers’ needs.”

Truth is, consumers are and will continue using their mobile devices ― which are always on, and every consumer owns one ― to harness the best deals. Retailers that embrace mobile marketing are going to win this holiday season.

Follow Fatima on Twitter: @FatimaDLora