The Mobile Retail LandscapeHow Consumers Shop Today

How Consumers Shop Today

We are in a mobile era; tablets and smartphones are essential to the waywe 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, then buy in-store.

23% research on a smartphone, visit a store, then purchase online.

16% research on smartphone, visit a store, then purchase on a smartphone.

9% visit store, then purchase on smartphone.

(Deloitte 2013)

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Mobile has changed how a consumer travels through the traditional decision journey - influencing them at each stage. 

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pre-purchase

in transit

post-purchase

on location

selection process

point of purchase

Apps enable consumers to pull information on their products at any time.

Brands that are initially considered are 3x more likely to drive purchasing.

90% of consumers use smartphones to pre-shop.

Pre-Purchase: Initial Consideration

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Using geo-aware ad placements result in a 30% lift in overall 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 3.7x more likely to visit.

In Transit: Mobile Impact

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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.

84% of consumers use smartphones to help them shop in-store.

On Location: In-Store Evaluation

84%

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Apps can make customized recommendations based on Wishlists, search habits and previous transactions.

Recommending related and complementary products can boost sales by up to 9%.

58% of consumers are comfortable with retailers collecting their preferential information for more personalized recommendations.

Selection Process: Evaluation

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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.

52% of customers prefer self-checkout stations to avoid waiting in line.

Point of Purchase: The Experience

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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.

83% of people rely on product reviews from other shoppers or friends on social media to help make purchasing decisions.

Post-Purchase: Sharing the Experience

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Sources

1. Lee, Jennifer. (March 27, 2013.) Deloitte. Retail’s changing landscape - Evolving from a multi-channel to an omni-channel customer experience. Retrieved from http://www.slideshare.net/tpmaca/omnichannel-commerce

2. Ibid.3. Ibid.4. Ibid.5. Martin, Chuck. (June 11, 2013.) Harvard Business Review. The Mobile Shopping Life Cycle. Retrieved from

http://blogs.hbr.org/2013/06/the-mobile-shopping-life-cycle/6. Google Insights. How Mobile Is Transforming the Shopping Experience in Stores. (May, 2013.) Retrieved from

http://www.google.com/think/research-studies/mobile-in-store.html7. Court, David & Dave Etzinga, Susan Mulder and Ole Jorgen Vetvik. (June, 2009.) McKinsey Quarterly. The consumer decision journey.

Retrieved from http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey

8. Verve. State of the Market: Location Powered Mobile Advertising Report. (September, 2013). Retrieved from http://www.vervemobile.com/pdfs/verve_retail_report_w.pdf

9. Verve. Verve Place Insights Audience Targeting Platform. Retrieved from http://www.vervemobile.com/pdfs/verve_placeinsights.pdf10. Google Insights. How Mobile Is Transforming the Shopping Experience in Stores. (May, 2013.) Retrieved from

http://www.google.com/think/research-studies/mobile-in-store.html11. Cisco. Self-Service Shopping Grows in Popularity, According to Cisco Study. (June 5, 2013). Retrieved from

http://newsroom.cisco.com/press-release-content?type=webcontent&articleId=120055112. Subramanian, Radhika. Retail Online Integration. Tips for Using Big Data to Optimize Upsell and Cross-Sell Strategies. (March 8, 2013).

Retrieved from http://www.retailonlineintegration.com/article/big-data-can-grow-your-retail-business-upsell-cross-sell-strategies/213. Cisco. Self-Service Shopping Grows in Popularity, According to Cisco Study. (June 5, 2013.) Retrieved from

http://newsroom.cisco.com/press-release-content?type=webcontent&articleId=120055114. The Wall Street Journal. Verint-Commissioned Research Reveals Superior Customer Service Beats Price in Asia Pacific Markets. (August 27,

2013.) Retrieved from http://online.wsj.com/article/PR-CO-20130827-904877.html15. Cisco. Self-Service Shopping Grows in Popularity, According to Cisco Study. (June 5, 2013.) Retrieved from

http://newsroom.cisco.com/press-release-content?type=webcontent&articleId=120055116. The Wall Street Journal. Verint-Commissioned Research Reveals Superior Customer Service Beats Price in Asia Pacific Markets. (August 27,

2013.) Retrieved from http://online.wsj.com/article/PR-CO-20130827-904877.html