Why I’m Searching On Mobile, But Shopping In-Store
By Fatima D. Lora, Assistant Editor
The Internet was probably the best invention ever… okay, maybe not the best, but it’s one of them. Since its inception, consumers have been engaging with one another and sharing their opinions.
Today, we’re doing the same thing on mobile devices. With the help of the Internet, we continue to share our insights and search for others’ points of view on the go. I’ll admit that before making a purchase I’m guilty of showrooming; I’m quick to pull my mobile device out to search for the name of the product in front of me just to find out if I can save a buck or two. I’ve found that by shopping at the store — having the product at-hand —I’m actually saving myself piece of mind and on shipping costs.
As noted in the Mobile In-Store Research: How In-Store Shoppers Are Using Mobile Devices study, conducted by the Google Shopper Marketing Council: “90% of mobile-equipped customers used their devices for pre-shopping activities.”
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Let’s think about this for a second – 90%? That’s the majority of the survey respondents! For retailers, this is critical. But what exactly are they doing with this information? Last week’s mobile feature on Retail TouchPoints indicates two key strategies for retailers moving forward: a rise in location-based marketing and granting the store associate access to mobile.
The truth is, no matter how much we’re moving forward, there are key elements of shopping that remain the same. For instance, newspaper clippings. A recent post on the RTP site points to tech-savvy millennials using coupons found in newspapers:
While digitally charged Millennials regularly receive promotions from tablets, PCs and smart phones, 51% turn most often to the newspaper for coupons and deals.
Check out our Store Operations section for more information on how retailers can better align their inventory strategies to meet the needs of today’s consumers.
