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The Mobile Retail Landscape

Mobile devices have changed the consumer shopping journey by enabling research and purchasing at every stage. Consumers now use smartphones to initially research products (67% research in-store then buy online), get information while in transit to stores using location-based ads, check product details and wishlists in-store (84% use phones this way), get personalized recommendations, complete self-checkout using mobile payments, and share purchase experiences online (83% rely on social media reviews). Retailers can enhance engagement through mobile apps that integrate these capabilities and remind customers to review purchases, driving continued interaction.

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The Mobile Retail Landscape How Consumers Shop Today
How Consumers Shop Today We are in a mobile era; tablets and smartphones are essential to the way we navigate our lives. For retailers, mobile is the most ideal way to communicate with consumers anytime, anywhere. Mobile has changed how the consumer decision journey looks. Here is how.
The Mobile Multiplier Effect 67% research on a smartphone, then1 buy in-store. 23% research on a smartphone, visit a store, then purchase online. 2 16% research on smartphone, visit a store, then 3purchase on a smartphone. 4 9% visit store, then purchase on smartphone. (Deloitte 2013)
Mobile has changed how a consumer travels through the traditional decision journey - influencing them at each stage.5 pre-purchase post-purchase point of purchase selection process in transit on location
Pre-Purchase: Initial Consideration 90% of consumers use smartphones to pre-shop. 6 Apps enable consumers to pull information on their products at any time. Brands that are initially considered are 3x more 7 likely to drive purchasing.
In Transit: Mobile Impact Using geo-aware ad placements result in a 30% lift in overall 8 engagement rate. iBeacons push customized notifications to nearby consumers based on information collected from the app. Exposed users are 2.7x more likely to visit the store. Engaged users are 9 3.7x more likely to visit.
On Location: In-Store Evaluation 84% 84% of consumers use smartphones to help 10 them shop in-store. Items from the consumer’s Wishlist can be easily accessed through the app while in-store. Engaging customers in-store will keep them there longer, and reinforce the purchasing decision.
Selection Process: Evaluation 58% of consumers are comfortable with retailers collecting their preferential information for more personalized recommendations.11 Apps can make customized recommendations based on Wishlists, search habits and previous transactions. Recommending related and complementary products can boost sales 12 by up to 9%.
Point of Purchase: The Experience 52% of customers prefer self-checkout stations to avoid waiting in line.13 mPayments in apps allow customers to check themselves out without waiting in line. 41% of customers express their desire to share positive experiences with others. Brands that can deliver a superior experience will have an army of customer ambassadors.14
Post-Purchase: Sharing the Experience 83% of people rely on product reviews from other shoppers or friends on social media to help make purchasing decisions.15 Apps can send push notifications to remind customers to review their purchases and share their experience, at the same time re-engaging the customer back into the app. 53% of customers will share their experiences on social media and blogs, and leave comments on various consumer channels.16
Let’s Connect! Interested in using mobile to enhance your retail experience? Connect with the experts at Pivotal Labs to learn how to deliver engaging, interactive content across mobile and web. Contact info@pivotallabs.com Visit www.pivotallabs.com
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