Survey Reveals Mobile Devices are Key for In-Store Shopping
Even when consumers are shopping at a physical retail location, mobile devices continue to play a crucial role in the buying process. A recent survey conducted by Kelton Global for RetailMeNot revealed that 85 percent of Americans shop at about three non-grocery, physical retail stores during a typical week. Of those shoppers, a staggering 69 percent consult online product reviews while in store as opposed to asking an associate for assistance or advice. More than half also seek out discounts for certain products on their mobile devices rather than asking someone for information on current promotions.
"Mobile browsing and research are standard for most shoppers, and a substantial number of consumers are comfortable converting on either that same smartphone device or in a physical store, based on what is convenient to their needs at the time of their journey," said Tarleton.
One major way for retailers to capitalize on this major segment of shoppers is to incentivize them with mobile coupons and offers to redeem in store, which the survey revealed was an important factor for 65 percent of Americans. To highlight the importance of an omnichannel approach, an additional 69 percent said that receiving a personalized mobile offer would make them more likely to visit a physical retail location.
"In-store retail is still the most important channel for consumers, and the role that mobile plays in the shopping journey is notable to retailers who want to reach in-store shoppers," said Marissa Tarleton, CEO, RetailMeNot, Inc. "The mobile device is the number one in-store shopping companion, which is a marketing opportunity for retailers to drive in-store footfall, incentivize sales and understand online-to-offline behavior."