Are Retailers Failing Smartphone Shoppers?

Of consumers who have downloaded a retailers’ special shopping application, only 14 percent have bought anything as a result- with many using information gleaned in order to later buy online elsewhere.

That’s according to a survey released this week by Retrevo.

According to the survey, 48 percent of those surveyed have checked out electronics products in-store and then bought online, a number which rises to 58 percent for smartphone owners. Both are the largest of any product category.

“Retrevo’s findings indicate that customers are willing to download and use retailer’s mobile apps,” Manish Rathi,’s Co-Founder and Vice President of Marketing said as part of the announcement. “But when only 14% of the installed base actually indicates it ‘helped them buy something’, it’s time for retailers to rethink their mobile engagement strategy. In today’s market where many brick and mortar retailers are trying to stay competitive, retailers can’t afford to merely serve as a showroom for Amazon.”

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