It’s Christmas Time – On-Mobile & In-Store.
Let’s talk about the dual experience.
With Xmas shopping in full swing, it’s important to be thinking about how the in-store and online experiences align. On-the-go consumers have easy access to all kinds of digital information when and where they need it. Is your brand keeping up with this trend, and altering the way you cater for your customers?
87% of UK Adults now own a smartphone today, according to Deloitte, and many are being used to research products, compare prices and download coupons, among other things, while shopping in a physical store. In fact, digital interactions now influence 58% of consumers in their spending in bricks-and-mortar stores, according to RetailDive
How do people use phones in store?
These statistics underscore the importance for retailers and brands to integrate digital and mobile into their marketing plans and business strategies. So what are people doing with their mobiles when they’re in store?
Researching Product Information
The top use of smartphones while in a store include researching product information. This kind of behaviour is even more prevalent among younger shoppers under the age of 35.
Brands have to offer a seamless and top-notch integrated retail customer experience — one that includes mobile. This also suggests work is needed inside store to improve the customer experience. This should ensure you have knowledgeable staff and better information at the point of sale.
In the digital realm, just having an online presence is no longer enough. Mobile-compatible capabilities are a must-have. And those who don’t already have a mobile app are behind the curve. Shoppers increasingly expect a continual flow of fresh, compelling content and information — such as detailed product descriptions, images, user-generated ratings and reviews, and personalised offers — to be mobile accessible.
Closely following product research, is price checking. We all know how tempting it is to check to see if you can get it cheaper elsewhere. If your prices aren’t competitive, then you can no longer hope for the customer to not notice. All age ranges and demographics are changing to this behaviour in store, and you need to be thinking about it.
A large number of consumers use their mobile phones in stores to access or download digital coupons. A large number of consumers are now going to the specific retailer’s mobile app while in the store. It is very important for retailers and brands to have a mobile accessible website, and possibly an app too, but that content needs to be both relevant and engaging.
Older shoppers are more likely than any other age group to use their smartphones to get digital coupons while in the store. This could reflect the senior generation’s deal-seeking and coupon-clipping nature, as well as their need to stretch their incomes as they face retirement.
It’s Not Just Youngsters Any More
No surprises, younger shoppers are more likely than older counterparts to use mobile devices for product research and price checking while shopping in a store. However, older users are catching up. If you think they won’t be checking out your website and apps whilst they’re in store, you’re mistaken. You need to be thinking long term, and coming up with strategies and plans to ensure your customers are helped in their purchase journey both on and offline, and across devices.
Some Ideas to Get You Started
Location Based Product & Stock
We all know that many retailers have the ability to display the live stock numbers in specific stores but how many recognise customer location and state how many items are in the store where the customer is, without them having to search for it. This is just an example of clever mobile experiences that can be the tipping point to purchase.
If a search has happened while in-store, the opportunity via app, PWA and mobile web is the ability for retargeting interest based upon search and provide a cost efficient means to re-engage customers and a last chance for conversion. Though the store-geofencing model is slow to take up, if location services are on, then they can be targeted. Specifically those with store App’s can have push notifications offering promotions to create conversions – all important to retailers not wishing to lose a sale.
Remove the Pain Points In Store
Think about how you can innovate to improve the pain points in your customer journey. Do your queues sometimes build up? Can you reduce non purchasing visits? Increase purchase value? Can you surprise and delight your customers in store through use of mobile? Build out your in-store journey, and then find the opportunities to build better experiences.
Mobile integral to integrated retail strategy
Mobile now plays a huge role for consumers while shopping in brick-and-mortar stores. Whether it’s Xmas time, or any time, you need to be considering how your strategy can improve.
We all need to be committed to improving and enriching the mobile experience. As the path to purchase increasingly bounces between the physical and digital worlds, retailers not offering a solid and seamless, integrated shopping experience — inclusive of a mobile strategy — will be left behind.
If you’d like to talk more about how mobile needs to be an integral part of your marketing strategy then get in touch with Mobylise now