Center on Global Brand Leadership

www.gsb.columbia.edu/globalbrands www.aimia.com

NOT ALL M-SHOPPERS ARE THE SAMEEveryone standing in a store aisle holding a smartphone isn’t using it to “showroom” — i.e. compare product prices to grab the best deal online. Discover the five unique types of mobile-assisted shoppers (M-Shoppers)…

Exploiters 6.1% “Premeditated about lower prices”

Savvys 12.6% “Calculating, but persuadable”

Price-Sensitives 19.4% “Don’t plan, but always opt for deals”

Traditionalists 30.2% “Prefer the in-store shopping experience”

Experience-Seekers 31.7% “Value the best experience, not just price”

will showroom for free shipping

have scanned a QR or bar code in-store

more likely than other M-Shoppers to contribute an idea to the store

Download the full Showrooming and the Rise of the Mobile-Assisted Shopper report — which surveyed 3,000 leading-edge consumers in the US, UK, and Canada — to learn more about these M-Shoppers and the strategies that can keep smartphone-wielding shoppers purchasing products from your store: http://j.mp/Mshoppers

more likely than other M-Shoppers to showroom because of online loyalty rewards

more likely than other M-Shoppers to compare prices in-store

can be swayed to purchase in-store with a price-matching offer

can be swayed to purchase in-store with a reward points offer

are motivated to purchase in-store by exclusive store events

have not showroomed in the past 12 months

more likely than other M-Shoppers to prefer shopping locally

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THE NEW M-SHOPPERS: UNDERSTANDING HOW THEY USE SMARTPHONES IN THE STORE

$ $

of today’s consumers use mobile devices in stores to assist their shopping experience

of M-Shoppers are more likely to buy a product in the store when they find online reviews on their smartphone

of M-Shoppers are more likely to purchase products in-store despite equal or cheaper prices online when they are a loyalty program member

21% 48%60%

WHO ARE M-SHOPPERS?

WHAT ARE THEY SEEKING?

DO LOYALTY PROGRAMS MATTER?

58%1.7x

45%1.3x

76% 68%

1.2x43%

100% 1.8x

of M-Shoppers are over 29 years of age

of M-Shoppers regularly seek online information in stores for products under $50

of M-Shoppers will join loyalty programs to receive special offers on their mobile device

74% 55%36%