The Mobile-Assisted Sales Floor
It goes without saying that the existence of mobile technology is influencing the retail landscape. There’s a lot to learn about how devices are being used during the shopping experience, and analysts are just starting to scratch the surface. With the majority of consumers carrying cell phones, and 84 percent of smartphone owners using their devices in stores (per Google Shopper Marketing Agency Council and M/A/R/C Research), many shoppers are going online to price-compare or find information to aid in their decision-making.
While showrooming continues to be a concern for retailers, a new poll by Gallup found that mobile technology did not change the amount of shopping that 59 percent of Americans did in person at a retail store, and 22 percent of consumers reported that their shopping actually increased. When looking specifically at the CE category, non-digital consumer electronics products account for 21 percent of what’s researched on mobile devices (per Global M-commerce: E-commerce shopper insights). Ultimately, there’s an opportunity for retailers to embrace mobile to improve the shopping experience and counter showrooming.
For the Assisted Retail Floor
The assisted sales floor hasn’t gone away, but shoppers are definitely more informed and capable of seeking out information while shopping. If used the right way, mobile technology can be an aid for sales associates and improve the customer experience. The key is to work with manufacturers to come up with mobile-selling tools and train your sales staff appropriately.
Consider the following:
• Be the content king: One of the many advantages of stocking brand-name products in your store is the marketing support that comes along with them. At OmniMount, we create feature and installation videos for every product, and post them on our YouTube channel. Your sales associates can access the information from a mobile device in real time and give customers added confidence to purchase products.
• Encourage product reviews: Customers can be skeptical of salespeople. A great way to substantiate a product claim is with unbiased reviews. Encouraging product reviews can be just as beneficial in-store as online, when shared by your sales team. According to the Bazaarvoice client network, mobile shoppers who view customer content “like” reviews show a 133 percent higher conversion rate.
• Get social with your brands: If a customer has a question that your sales associate can’t answer, have them reach out to the manufacturer via online chat or social media. Most large brands are actively monitoring social activity and will quickly respond to an inquiry, leaving the consumer with a positive impression about the brand, product and your service.