The smartphone has become just as important as the shopping cart. Visit Checksforless.com to learn how to enhance your customers’ retail experience.
In today’s retail world, the smartphone has become just as important as the shopping cart. In fact, this little mobile device has made the shopping experience exciting. Now, shoppers can enter the retail store with detailed product information, consumer reviews, testimonials, and promotional coupons. This transforms buyers into empowered shoppers – fully informed and 100% confident that they are getting the best deal out there. Maybe that’s why about 84% of smartphone shoppers use their phones while in a physical store, according to the Google Shopper Marketing Agency Council and M/A/R/C Research. Retailers, it’s time to go mobile!
Are you wondering what’s in it for retailers? According to the same Google research mentioned above, frequent mobile shoppers spend 25% more in-store than buyers who only occasionally use mobile phones to help with shopping. When you consider that one of the most popular categories for in-store mobile phone use is appliances, a 25% up-tick in spending is no small chunk of change.
Other top noted industries for in-store mobile use include: grocery, baby care, electronics, household care, health and beauty, apparel, and pet care. In these categories one in three shoppers look to their smartphones – not store employees – for the information they need.
According to the State of Mobile 2013 infographic (created by Super Monitoring and published by Digital Buzz Blog in October 2013), in Q1 2012, approximately 64% of respondents said that using their mobile in-store enhanced their shopping experience. The number increased to 80% in Q1 2013 – a 25% jump. This survey broke down the results further by asking this question: how do you use your mobile device to enhance the in-store shopping experience?
- 59% comparison shopping
- 48% searching for coupons
- 47% searching for product reviews
- 29% obtaining additional information
- 25% searching for a friend’s review
- 23% purchasing on mobile instead of in-store
Additionally, according to the Google research, half of today’s smartphone users will utilize mobile wallets as their go-to preferred payment method within 5 years.
Now that you know just how important mobile is to your customers, are you ready to accommodate the growing need and projected future increase in demand?
Sixty-five percent of people prefer mobile sites while only 35% prefer apps – again according to Google’s findings. Is your mobile site hitting all its marks?
Begin by thinking about what your customers are looking for on your mobile site. These busy on-the-go people need the most important information fast. Customers almost always look for the basics first – your retail locations, directions, hours, and phone numbers. Make sure these elements are displayed clearly and prominently.
What else? Today’s savvy mobile shoppers are information-gatherers. Go heavy on your product details. For each product listing, include photos, dimensions, thorough descriptions, price, warranties and reviews – in a concise and visual way without pasting paragraphs of text. If you have different models of similar products, specifically call out how each price-point reflects different features and functionality. Additionally, ensure that your inventory is completely stocked for popular e-commerce products and consider incorporating increasingly popular QR codes into your in-store experience.
Customers are also hungry for promotions – so make sure to incorporate them into your site. Put your latest and greatest special offers on the home page. And, advertise price match guarantees against other competitors if you can swing it. It may convince a window shopper to get into the checkout line.
Even with your exceptional mobile site, make sure not to lose sight of the actual in-store experience. Your mobile site is there to enhance the actual in-store experience, not usurp it. Be sure to showcase whatever makes you unique as soon as customers enter your store. Hold in-store demos, offer one-on-one employee assistance, and consider in-store giveaways.
When you have both your storefronts – physical and mobile – designed to empower your customers with plenty of information and unbeatable deals, you are positioned to win in the ever-evolving commerce landscape.
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