Mobile, Digital, and the In-Store Experience

Google explores how digital has affected the in-store experience and expectations from customers. The Think With Google article addresses several myths about implications for in-store. The first myth is that Search results only send customers to online websites and e-commerce experience. However, their study with Ipsos MediaCT and Sterling Brands show that three out of four people who found local information in search results made them more likely to visit a store based on the information found.  Another myth Think with Google discusses is that once a shopper is in-store, they mostly pay attention to their smartphone. However, according to the study, smartphone “moments” are an opportunity for physical stores, with 64% of customers using search engines and 42% of shoppers using the store’s site or app to find more information. Digital is transforming the in-store experience for customers, not replacing it. That said, the store can connect with the user both digitally and in-store. Getting creative with location or GPS information could be interesting as well.  Sephora is a good example of a customer using mobile to assist the in-store experience. They found that users were utilizing their smartphones to help them find products. With this information, Sephora created its “Sephora App” to give customers direct access to the product ratings and reviews they were looking for. The last myth Think with Google explores is that online research has lowered consumers’ expectations of stores and they go to store only to transact. According to the study, customers are visiting physical stores throughout the purchase journey, not just for the sale, with 32% of shoppers visiting a store when they’re just first thinking about making a purchase. This is where brands have an opportunity to influence the purchase. As mentioned before, a store can utilize local data to personalize the customer experience. For example, by offering promotions for local stores and sharing recommendations for additional products. In summary, mobile and digital should not be treated as a threat to the in-store experiences, but rather a transformational opportunity.  

http://www.thinkwithgoogle.com/articles/how-digital-connects-shoppers-to-local-stores.html