According to Deloitte's 2013 Annual Holiday Survey, 68% of smartphone users will shop via mobile during the holidays. They will use their smartphones to find store locations, check and compare prices, get product information, shop or browse online, read reviews, check product availability in-store, and to get coupons, discounts and sale information. These so-called "omnichannel shoppers" are important because they intend to spend 76% more than those who shop in bricks-and-mortar stores only. Furthermore, the shopper walking through the aisle is 14% more likely to purchase. Usage of a smartphone in-store to enhance the purchase experience signals intent and increased engagement.
Interestingly, the survey also found that 22% of respondents would be more likely to purchase from a retailer that offered self-service and/or mobile checkout and 14% were more likely to purchase from a retailer that offered free wifi for comparison shopping. Even though these shoppers are expected to spend more, they are still looking for value. 73% of respondents said they expect to be influenced by discounts and promotion offers like free shipping, free returns, price matching, etc.
So what does this mean for marketers?
First, they need to make their stores mobile friendly, starting with free wifi and mobile payments, to help customers avoid the long checkout lines that accompany holiday shopping.
Second, retailers should have mobile apps that enhance the shopping experience. A good mobile app with include a store locating functionality, price check, easy to find product information and the ability to check in-store availability of products.
Third, retailers need to harvest the purchase intent of the customers in their store using discounts and promotions. One way to do this may be to use technology like the Estimote Beacon, on which I wrote my last post. Ideally, the beacons would work with the retailer's mobile shopping app to deliver the right discounts and promotions at the right time, based on time spent in aisle, examining product, and how the customer is using the mobile app (e.g. to price check, etc.).
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| Deloitte Infographic |
So what does this mean for marketers?
First, they need to make their stores mobile friendly, starting with free wifi and mobile payments, to help customers avoid the long checkout lines that accompany holiday shopping.
Second, retailers should have mobile apps that enhance the shopping experience. A good mobile app with include a store locating functionality, price check, easy to find product information and the ability to check in-store availability of products.
Third, retailers need to harvest the purchase intent of the customers in their store using discounts and promotions. One way to do this may be to use technology like the Estimote Beacon, on which I wrote my last post. Ideally, the beacons would work with the retailer's mobile shopping app to deliver the right discounts and promotions at the right time, based on time spent in aisle, examining product, and how the customer is using the mobile app (e.g. to price check, etc.).
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