According to an article from Mobile Marketer, retail stores are changing their formats to better align themselves with changes in consumer behavior caused by mobile. In the past, the retailers typically created departments around product categories and used aisles to encourage shoppers to view as many products as possible and add more items to their basket. Mobile is changing that.
Mobile shoppers are more self-directed because they have easy access to a wealth of information about a variety of products. Mobile shoppers are no longer shopping one item or one channel but are increasingly "cross-shopping" for products that they use together.
As a result, retailers are moving toward more open spaces populated with thematic zones to inspire shoppers. Big-box retailers are redesigning endcaps to feature complementary products that act as a solution when purchased together.
In many product categories, more than 50% of shoppers have already started researching the product they want to buy on their digital devices before they enter the store. This translates into higher purchase intent. In other words, the shopper is less likely to be in the store just to browse and more likely be in a buyer mindset. This is where the opportunity for marketers lies.
First, marketers need to make sure that all the relevant information about their product is easily available online, so their products can remain in the consideration set of consumers. Second, marketers need to think about problems and needs their products are solving, and communicate the solutions they are offering to consumers. Third, marketers should know how consumers are using their products and explore collaboration with brands that have complementary products.
Ideally, I imagine consumers browsing products in-store receiving a mobile notification similar to Amazon.com's "Frequently bought together" and "Customers who bought this item also bought" suggestions. These notifications might be sponsored by marketers. If the stores are organized around solutions, as suggested above, this could greatly increase basket build and simplify the purchase decision for consumers.
Mobile shoppers are more self-directed because they have easy access to a wealth of information about a variety of products. Mobile shoppers are no longer shopping one item or one channel but are increasingly "cross-shopping" for products that they use together.
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| The new AT&T Store retail format |
In many product categories, more than 50% of shoppers have already started researching the product they want to buy on their digital devices before they enter the store. This translates into higher purchase intent. In other words, the shopper is less likely to be in the store just to browse and more likely be in a buyer mindset. This is where the opportunity for marketers lies.
First, marketers need to make sure that all the relevant information about their product is easily available online, so their products can remain in the consideration set of consumers. Second, marketers need to think about problems and needs their products are solving, and communicate the solutions they are offering to consumers. Third, marketers should know how consumers are using their products and explore collaboration with brands that have complementary products.
Ideally, I imagine consumers browsing products in-store receiving a mobile notification similar to Amazon.com's "Frequently bought together" and "Customers who bought this item also bought" suggestions. These notifications might be sponsored by marketers. If the stores are organized around solutions, as suggested above, this could greatly increase basket build and simplify the purchase decision for consumers.
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